Chris Frampton, head of sales and marketing at digital signage software company Dynamax, looked at use of the technology in supermarkets. Citing the example of Tesco, which is moving from carrying 30-second advertisement content to brief point-of-purchase information on its network, he said: “Shoppers make mental connections with the branding in a split second.”
A different environment for digital signage was described by Gavin Anderson, founder of Baby TV, whose channel provides brand-led sponsored content and advertising to expectant mothers in hospital waiting rooms. This type of approach provides a known audience with a known mood state – where, unlike broadcast TV, a ‘one size fits all’ approach is appropriate, he said.
Different business models for retail screen networks, ranging from advertisement-supported to retailer-owned, were outlined by Stuart Chambers, managing director of Avanti Screenmedia. He stressed the importance of using EPOS data to determine which messages were most effective in boosting sales – which could be at full margin. “Retailers are convinced that consumers are totally preoccupied by price – but that’s not the case,” he said.
The event concluded with a lively question-and-answer session, and was followed by a networking lunch, which provided the opportunity to meet the speakers and continue the debate.