Newsagents are the flavour of the month with digital ad companies. I’ve been approached by four digital ad companies wanting to put screens over the last two weeks. I’ve said no to each.
I see these digital ad platforms as not offering fair compensation to access out traffic. Further, I don’t see them bringing in new traffic.
Our focus today needs to be on generating new traffic. The last thing we need is another leech product or service.
Have just had 2 screens hung from the ceiling outside our shop. Was checking to see if any magazine ads were screening when I saw one for Web Jet. Flight centre is right next door!
Digital screens.
FYI:
The industry is going at 30% pa
Globally had a turnover of $11b in 2012
As with any written publication, “content is king”. The days of renting wall space from a retail owner are long gone. What successful digital signage achieves depends on the relationship between the operator and the site owner(s). This might involve either:
1/ Shared content
2/ shared revenues
3/ Shared investment
Or a combinations of all 3.
The screens need to provide ROI for both parties plus inform and engage the customers. The retailers want to see an uplift in products purchased and newsagents are a great place to generate impulse purchases. And trial after trial shows it works.
7 Eleven in the US are investing $75m installing over 12,400 screens in 6,000 plus stores following extensive successful trials.
Retailing in markets from duty free shops at airports to high street banking use digital media to increase sales of products/services. Why is this so successful? What better place to advertise a new model TAG watch or personal loan than at the point of sale.
Newsagents may or may not find products or services which increase foot traffic but one thing is for sure. “A smart operator would sweat their assets and sell as much as possible to their existing traffic” That is where digital signage comes into its own. In the 1990s McDonalds increased apple jacks sales by 37% across the globe by simply asking “would you like an apple jack with that”? Walk into a McDonalds today and you will see a digital display doing the same, just a different product.