When it comes to digital display advertising, content is king
Jeff Porter, executive vice-president, Scala Inc. told Digital Day conference attendees in Toronto yesterday that retailers often make the mistake of picking technology first and worrying about the message second.
While technology is important, it's irrelevant if consumers are missing the message. "In the multitasking world, if the stuff that is put in front of your face isn't relevant... You're going to lose your customer in seconds," he said.
Porter suggests retailers first set their objectives and then pick a technology that will best meet those goals.
"Don't start with technology," he said. "Understand who's in your mall, who's in your restaurant, what do they need to know and understand, then you understand what technology you need."
Porter used the U.K.-based Tesco as an example of digital advertising done right. The grocery chain has divided its stores into eight zones, with specific content relevant to each one displayed on in-store screens.
Joining Porter in the panel discussion was Mike Girgis, president, Onestop Media Group and Leigh Rosar, director, partnership program, Ivahoe Cambridge, and Canadian shopping centre owner and developer.
Ivanhoe Cambridge has incorporated 220 screens across 41 of its properties over the last year. While its mall retailers contribute to an overall marketing fund each year, digital signage isn't included in the fee. Therefore, those who wish to use the signage to promote sales on the screens pay extra.
At this point, retailers don't necessarily want to pay more, said Rosar, though Ivanhoe Cambridge is communicating the benefits and encouraging them to do. Assuming the content is relevant and it has a call to action, retailers can expect a 10% plus sales lift, said Porter.
Nancy Biglow, Marketing Manager, Scala Canada