Retail Media Insights - Digital Retail Media Measurement & Metrics

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In this session, John Morgan covers the fundamentals of how advertising affects consumers' thoughts, intentions and behaviors, how each stage in the advertising process can be measured, and how media and campaign metrics can be applied to digital retail media.

Highlights include:
• Digital Retail Media Defined
• Value Propositions for Consumers, Retailers and Advertisers
• Digital Retail Media Measurement
• Measuring Advertising Campaign Effectiveness

About the Presenter:
John Morgan is the founder of Retail Media Insights and is a leading expert in media network marketing strategy and consumer insights. For more than 20 years, he has provided research expertise to clients in the advertising, media, retail and technology industries. Network operators, retailers and advertisers wanting to increase consumer engagement, ad revenue and ROI seek RMI's in-depth knowledge of placed based media. In addition, validation of revenue models is provided for the investment community through market research and campaign analytics.

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Retail Media Insights - Digital Retail Media Measurement & Metrics

  1. 1. Digital Retail MediaMeasurement & Metrics<br />
  2. 2. Bio<br /><ul><li>20-year career in media and marketing research
  3. 3. Advertising, media, retail and technology expertise
  4. 4. Former VP, Research & Shopper Insights at InStore Broadcasting
  5. 5. Designed media planning systems at Nielsen IMS
  6. 6. Media planner at Hal Riney & Partners</li></ul>John Morgan<br />Founder and President<br />
  7. 7. Presentation Overview<br />Digital Retail Media Defined<br />Value Propositions for Consumers, Retailers and Advertisers<br />Digital Retail Media Measurement<br />Measuring Advertising Campaign Effectiveness<br />
  8. 8. We have learned new ways to interact with media and brands<br />
  9. 9. What is Digital Retail Media?<br />
  10. 10. Digital Retail Media Defined<br />A communications network that uses digital technology to deliver audio, video or audiovisual content to an audience in a retail environment.<br />
  11. 11. Digital Retail Media Venues<br />If you come, they will build it<br />Bars & Restaurants<br />Specialty Retail<br />Hair & Nail Salons<br />Health Clubs<br />Medical & Dental Offices<br />Transit<br />Veterinarian<br />Grocery & Convenience Stores<br />
  12. 12. Digital Retail Media is not TV<br />Differences from traditional media<br />Transient audience<br />Not the primary focus of attention<br />Differences from static OOH media<br />Video and/or audio<br />Time component<br />
  13. 13. What are the Value Propositions?<br />Advertisers<br />Retailers<br />Consumers<br />
  14. 14. Value Proposition for Consumers<br />Entertain, educate and/or inform<br />Navigation<br />Money-saving offers<br />Time-saving offers<br />The consumer must come first—know your audience!<br />
  15. 15. Value Proposition for Retailers<br />Improve the customer experience<br />Increase overall sales<br />Support and enhance loyalty programs<br />Generate advertising income<br />Learn more about your customers<br />
  16. 16. Value Proposition for Agencies & Advertisers<br />Relevant content, context<br />Receptive audience<br />At or near the point-of-purchase<br />Quantifiable measures of advertising ROI<br />
  17. 17. Digital Retail Media Measurement<br />
  18. 18. Measuring Advertising Effectiveness<br />“Half the money I spend on advertising is wasted; the trouble is I don't know which half.”<br />Late-1800s<br />John Wanamaker<br />Department store owner<br />Considered the “father of modern advertising”<br />
  19. 19. Measuring Advertising Effectiveness<br />“Improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.”<br />Co-founded in 1936 by the ANA and AAAA<br />
  20. 20. ARF 360 Model<br />
  21. 21. ARF 360 Model<br />
  22. 22. ARF 360 Model: Audience Count and Attention<br />1: Vehicle Access<br />=<br />Venue Traffic<br />2: Opportunities-to-See<br />=<br />Network Traffic & Dwell<br />3: Eyes-On / Ears-On<br />=<br />Network Audience<br />
  23. 23. ARF 360 Model: Measuring Consumer Thoughts and Intentions<br />Surveys<br />Neuromarketing<br />4: Ad Attentiveness<br />=<br />Relevance / Ad Recall<br />5: Ad Processing<br />=<br />Message Recall<br />6: Impact<br />=<br />Purchase Intent<br />
  24. 24. ARF 360 Model: Measuring Consumer Behavior<br />QR code scans<br />Interactions<br />Sales<br />7: Advertising Response<br />=<br />Brand Engagement<br />8: Brand Access<br />=<br />Brand Distribution<br />9: Sales Response<br />=<br />Sales<br />
  25. 25. ARF 360 Model: Measuring ROI<br />10: Loyalty Response / Lifetime Value<br />=<br />Campaign ROI<br />Loyal customers<br />Brand advocates<br />Positive return on advertising investment<br />
  26. 26. Measuring Audience Count and Attention<br />In-house<br />Traffic, visitors, transactions, members<br />Syndicated<br />Simmons, MRI, Scarborough<br />Custom<br />Consumer surveys, cameras, observation<br />Third-party auditing required<br />
  27. 27. Measuring Advertising Effectiveness<br />“The biggest cost of advertising is ads that do not work.”<br />Present day<br />Erwin Ephron<br />Advertising Research Federation Lifetime Achievement Award recipient<br />Market Research Council “Hall of Fame” member<br />
  28. 28. Measuring Consumer Thoughts and Intentions<br />Recall and Purchase Intent<br />Surveys<br />Relatively inexpensive<br />Recruitment can be difficult<br />Neuromarketing<br />Great for lab work<br />Expensive, impractical<br />Only a proxy for desired behavior<br />
  29. 29. Measuring Consumer Behavior: QR Code Scans<br />Incorporate unique QR code for each campaign, location<br />Coupon, discount or deal<br />Sweepstakes entry<br />Additional product information<br />Product demonstration video<br />Still need to know potential audience to calculate response rate & effectiveness<br />
  30. 30. Measuring Consumer Behavior:QR Codes for Savings<br />Scan me!<br />DSE Q1 2011 Business Barometer<br />Discount Code  <br />DSF Members receive a $50 discount off of the $145 DSE Q1 2011 Business Barometer from the Digital Signage Expo.<br />
  31. 31. Measuring Consumer Behavior: Interactions<br />For screens that allow interactivity<br /># of interactions<br />Stickiness (time spent interacting)<br />Data capture (consumer input)<br />Interactions relative to network traffic<br />Need to know audience potential to calculate response rate & effectiveness<br />
  32. 32. Measuring Consumer Behavior:Sales Lift<br />Retailer<br />Items per transaction<br />Dollars per transaction<br />Category sales lift<br />Repeat visits<br />Advertiser<br />Item sales lift<br />Brand sales lift<br />Household penetration<br />Trial / repeat<br />
  33. 33. Measuring Advertising ROI:Experimental Designs<br />Robust test design is critical to valid measurement of changes in consumer behavior<br />Matched Panel<br />Latin Square<br />Did advertisement X truly cause behavior Y?<br />
  34. 34. Presentation Summary<br />Digital Retail Media networks that focus on providing value to consumers also benefit retailers and advertisers<br />Digital Retail Media networks require unique methods of audience measurement<br />Digital Retail Media campaigns can be optimized through testing and measurement<br />
  35. 35. The Proof is in The Numbers<br />Our Services <br />Audience Measurement and SegmentationAdvertising Sales and Marketing StrategyConsumer Insights for Content GuidanceAdvertising Campaign ROI Analysis<br />Research Methods<br />Syndicated Research Sources<br />Matched Panel AnalysesConsumer Intercept SurveysObservational Studies<br />Clients we Serve<br />Advertisers and AgenciesMedia Network OperatorsRetailers and Venue OwnersInvestors<br />John Morgan<br />Founder and President<br />Retail Media Insights<br />john@retailmediainsights.com<br />www.retailmediainsights.com<br />

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