Excerpt from a presentation by James Tenser at Digital Signage Expo in Las Vegas, 2009, in which he advocates a shopper-centric approach to measurement.

1. DIGITAL SIGNAGE
MEETS
SHOPPER MEDIA
DEFINING A CUSTOMER-CENTRIC APPROACH
James Tenser – V•S•N strategies
Feb. 25, 2009 Las Vegas
V 1.4

2. Intro
Don’t Let The
Glowing Screen
Fool You…
February 2009 Digital Signage Expo - Las Vegas 2

3. Shopper Media
Retail: A Media Environment
With Multiple Message Channels
February 2009 Digital Signage Expo - Las Vegas 3

4. Shopper Media
It’s Gaining Media Ground
• The number of manufacturers and retailers that have
significant shopper marketing organizations of more than
20 people has jumped from 29 percent in 2007 to 60
percent in 2008
• Over the next three years, in-store marketing activity will
grow at a higher rate than any other marketing tactic
Grocery Manufacturers Assn. and Deloitte Consulting
• A Booz & Co. survey of consumer packaged goods
marketing executives found that 95 percent plan to either
maintain or increase investments in retail store media
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5. Shopper Media
Is It Effective?
• How do shoppers respond to Shopper Media?
– What do they think about our network.?
– What do they feel about our network?
– What do they do about our network?
• Have we asked them?
• Have we studied their behaviors?
• Is audience measurement enough?
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6. Shopper Media
An Eventful Season
Some Industry Headlines
• Nielsen suspends PRISM data system
• Walmart Network selects DS-IQ
• OVAB, “Audience Metrics Guidelines”
• POPAI/GIM, “Digital Signage” report
• Digital Signage Today, “Measurement and
Analysis for Digital Signage”
February 2009 Digital Signage Expo - Las Vegas 6

7. Shopper Marketing
Shopper Marketing
• “…understanding how one's target consumers
behave as shoppers, in different channels and
formats, and leveraging this intelligence to the
benefit of all stakeholders, defined as brands,
consumers, retailers and shoppers.” (Hoyt & Co.)
• Not limited to in-store marketing activities
– But in-store activities “activate” the sequence of
persuasion at the moment of truth/choice
– How can we measure contextual relevance, consumer and
proximity, and value accordingly?
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8. Shopper Marketing
The ‘Engagement Funnel’
Awareness
Acknowledgement
Research
Evaluation
Purchase
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9. Measuring Value
Constituencies of Interest
Stakeholder Common Drivers
Sales, Brand Experience, Media
Hosts/Retailers
Revenues, Competitive
Differentiation
Brand awareness, sales
CPG’s
Media revenues
Network operators
Company revenues
Technology Groups
CPM’s/GRP’s for clients
Media Agencies
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10. Measuring Value
Shopper Media ROI Pyramid
‘Loyal’ Behavior
$ #
Highest Fewest
Buy –
Stimulated
Purchases
Do – Info Requests
and “Punch-Throughs”
View – Engaged / Metered
Context-relevant
O2C – “Opportunities to See”
Lowest Most
Passive, Pass-by Impressions or CPMI
Source: VSN Strategies Retailativity Study of Shopper Media © 2006-2008
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11. Shopper Experience
SCAMP
FIVE PILLARS OF SHOPPER
EXPERIENCE
S C A M P
ERVICE
ONVENIENCE
MBIANCE
RICE
ERCHANDISING
Source: VSN Strategies © 2008
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12. Shopper Experience
Today’s Shopper
(Your Audience)
Task-Focused
Time-Pressed
Financially Stressed
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13. Shopper Experience
The Response Continuum
Valuable
Helpful
Interesting
Neutral
Uninteresting
Irritating
Assaulting
PURE PURE
LOVE HATE
• How do shoppers perceive your in-store network?
• Do they pay attention to it?
• Do they even notice it’s there?
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14. Conclusion
Key Take-Aways
• Stores are complex communications
environments, crammed with messages
• Shopper experience is king
– Task-focused, time-pressed, financially stressed
– Don’t assault! Serve
• Accountability and ROI are coming
• Measure, measure, measure
• Less tech; more consumer study
• Counting eyeballs is OK; but feelings count too
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15. Conclusion
Thank You!
James Tenser -
jtenser@vstorenews.com
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