1. News 2/2008
How to make money on Digital Out of
Home (DOOH) communication ?
Deloitte states in
their 2007 report
that traditional media Year 1
(TV, print, radio, out-
door) is increasing
with 2 % and shop- May 5th 2008
per marketing is in-
creasing with 21%
To compare, internet
grows by 15% pr an- Kontaktpersoner
num Jan Balke | Salgsdirektør
Mobil: +47 95 25 91 15
CatchTheEye experi-
jan.balke@catchtheeye.no
ence 3 questions the
retailer want to have
answered before invest- Jon Marius Bastøe | COO
ing in DOOH : st
Touch Screen—Oxford Street London May 1 Mobil: +47 91 39 43 69
jm@catchtheeye.no
1. How can the retailer ment ? • Restoring brand per-
document that this is an ceptions
SMART* investment 3. Broadcasting • New revenues in Joint Tor Olav Haugen | CEO
2. How to organize schedule i.e. Which marketing
customer and when Mobil: + 47 99 22 92 90
commercial operations? • New revenues from
3. How to make reve- are they in the shop, advertising sales torolav@catchtheeye.no
nue on DOOH different customer
Monday and Friday ? Other, not measurable
Visit us at:
When CatchTheEye de- parameters is “feel and
fines goals for how to 4. Creative solutions look” , shorter waiting www.CatchTheEye.no
make money on DOOH , i.e. 10 seconds spot or time at register, better
we are referring to 30 ? customer experience etc. FACTS
screens in stores within *SMART: Specific | Measur-
a retail chain e.g. Tesco.Some important pa- The main reason to in- able | Agreed | Reasonable |
rameters which we vesting in screen based Time bound
CatchTheEye Key Per- have to clarify be- communication is to cre-
CatchTheEye AS
formance Index's (KPI) fore we start: ate a better experience
Do you want to: for the customer Torvveien 5
is proven knowledge
about: • Increase sales vol- Many of the chains N—1385 ASKER
1. Screen placement ume therefore chooses to +47 66 90 50 19
i.e. Where and why and • Increase trying start with an commercial
how many Screens in • Increase repeat angel , and by that set-
which format ? purchase ting the customer in
• Increasing loyalty the centre !
2. Editorial content i.e. • Widening usage
What is the distribution • Creating interest
percentage between the • Deflecting attention ”Screens shall enrich
chains own use , part- from price the shopping experi-
ner or supplier use , is • Gaining intermedi- ence – not interfere”
ary support © 2008 CatchTheEye AS
it news or entertain-

2. Page 2 News 2/2008
DIWC I TI (acronym for) Damn It We
Can T.A.M. It !
DIWCITI is a decision docu- replaced by screens
ment made by CatchTheEye (customer newspaper, flyers,
which describes the business etc)
opportunity for the retail • Cost of commercial operation
chain when implementing • Number of screens pr store
screen in their stores and • Number of stores
how to carry out the opportu- • Number of spots pr campaign
nity!
The Business opportunity
CatchTheEye is using the IRR • Purchase or leasing of techni-
method (internal rate of return) cal solution
which gives the retailer an indi- • Today's income from pur-
Oxford Street—Foot Locker
cator of the efficiency of such an veyor, supplier
investment! • Increased revenue from
screens FACTS
CatchTheEye goes through the • New/other revenues The internal rate of return (IRR) is a
DIWCITI process together with • Savings by not to distribute capital budgeting metric used by firms
the retailer, and within 3 weeks and produce cartons to decide whether they should make
they receive a drafted master • Operating costs technical so- investments. It is an indicator of the
plan including milestones to indi- lution efficiency of an investment, as opposed
cate answers to these questions • Cost of commercial operation to net present value (NPV), which indi-
such as: cates value or magnitude.
The DIWCITI matrix then http://en.wikipedia.org/
• Cost and installation of the gives the retailer a fair over-
needed technical platform view of how to launch
• Operating costs technical so-
lution ...I’d love to have screen
• Today's cost of carton produc-
tion
• Today's cost of distribution
and installation of cartons
• Today's cost of customer mar-
keting which is going to be
Q... communication—but where
should I start and what’s
the business opportunity?
A common standard for Digital
Out of Home communication?
Every branch sets its own standards 3. Editorial content i.e. different
1.Placement and format of the
and we do believe that the retail branches identify mutual consumers
screens i.e. placement not over
chains could be prosperous with which opens for content reuse and cross
discussing a set standard for screen steered by gut feeling or “you can put it
branding;
based communication, mostly be- there”;
cause doing this it will affect con-
sumer behaviour and the consumer 4. How to communicate with the
2. Technical solution i.e. the chain
will have to adopt screen informa- consumer i.e. having in mind that the
tion in a new way. makes choices giving large scale bene-
consumer always is different within the
fits reducing the cost of the commercial
hour, day , week seasons and year.
Potential issues regarding setting a operations;
branch standard:
© 2008 CatchTheEye AS