Big Brands Piloting In-Store 3GTV Networks
PepsiCo, Kraft Foods and Nestle Purina are among major brands participating in a pilot test of 3GTV Networks in nine Bloom grocery stores in the Washington, D.C. metro area.
The in-store media platform -- being touted as a breakthrough in the booming shopper marketing arena -- enables measurable digital communications to consumers throughout the store, extending the television model into the retail environment and making retail a plannable media destination, according to its creator, Allendale, N.J.-based Automated Media Services, Inc. (AMS).
The network actually consists of two platforms, enabled by a total-store infrastructure or "digital backbone" that combines cloud computing technology and electrical wiring, explain AMS chairman/CEO Bob Wolinsky and president/COO Greg Ralko. The two platforms are storewide "always-in-sight" LCD screens, and smaller "shelf-edge messaging" screens positioned in front of brands that want additional, more promotionally oriented vehicles for their products.
The "always in sight" screens are positioned at research-determined intervals within each aisle (overarching the aisle via attachment to the gondolas on either side) at heights in shoppers' line of sight. All of the continuously running marketing content shown on these is synched storewide and tied into the store's overall music/ Typical messaging is done in category "blocks." For example, a dairy block might show a segment promoting Bloom's organic dairy products/ This storewide content is designed to drive awareness of, and traffic to, specific areas of the store and specific brands or brand areas. However, content is keyed to "relevance" and "value" for the shopper, and the experience is managed so as to be "discreet" and "non-intrusive," according to Seliger.
For example, storewide voiceovers to the audio/visuals are limited, and the store's music track is suppressed when a voiceover comes on. Brand messaging is not allowed to include brands' own music/jingles, and all content has to adhere to "rules," including technical/creative guidelines such as image size, he reports.
While audio, as well as visuals, are possible on the individual-brand shelf-edge messaging screens -- which are about four inches to seven inches in size -- pilot brand participants currently are not employing audio on these. The recommended best practice would be to activate audio on these only in response to interaction by a shopper, the executives note.
Music Note Layouts - News
The metrics remain valid as long as the same store layout remains in place. This model also enables local television networks to use the "always-in-sight" in-store media to reach consumers. In the pilot, Washington, DC, CW affiliate WDCW is trading
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