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IMTV The INDOOR Digital Advertising Solutions by PowerPoint PPT Presentation


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IMTV The INDOOR Digital Advertising Solutions by . In Store Digital Media - Unmatched Efficiency in Influencing Purchase Decisions. Agenda. The future of Advertising with New Digital Media New Digital Media advantages Digital Advertising : impact & power Market overview

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Imtv the indoor digital advertising solutions by l.jpg

IMTVThe INDOOR Digital Advertising Solutionsby


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

Agenda

  • The future of Advertising with New Digital Media

  • New Digital Media advantages

  • Digital Advertising : impact & power

  • Market overview

  • Case Study : The IMTV System, complete solution


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

What is Digital Signage?

Digital Signage is remotely controlled distribution of digital content across networks of displays.

It is used for delivering visual messages at point-of-purchase, or at any other public venue.


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

The future of Advertising& Digital Media

Digital Media =

New Technology at the Service of Advertisers, Retail Owners, Producer and Consumers…


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

Digital media advantages

  • Attention grabbing advertising

  • A digital sign brings innovation and movement to previously static media locations, and has the power to getcustomers' attention, making it a particularly effective form of advertising


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

Digital media advantages

  • Digital Signage combines the power of mass-advertising with the precision of niche marketing.

  • It provides direct communication with consumer at point of decision, where the viewer is either waiting for service or looking for the right product.

  • Cost/efficiency – rather than paying a fortune for advertising on TV, it is possible to run test campaigns from products in a selected number of stores (i.e. ten stores) to measure results.


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

Timing

Digital signage allows advertising and information to be updated instantly from one remote authoring station and broadcast immediately to audiences regardless of location.

The ability to react to the marketplace and make changes in real time is a huge advantage…


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

Relevant Audiences

  • With digital signage, advertising focusses on the best potential customer: an existing one.

  • Supermarkets have already found that current customers are MUCH more likely to purchase the products that are advertised on their digital signs.


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

In-Store Digital Media Versus Other Media

  • Dynamic Digital Signage is more targeted, with In-store demographics becoming increasingly available to enable more accurate day-parting, CPM calculations, and other measurements…

  • DDS audiences are ‘ready to act’, while all other media audiences are passive ‘potential consumers’.

  • Studies show that product recall and retention in digital signage is better than in any traditional advertising.

  • Advertising spending is easier to account for, as it can be tracked directly to sales uplift.


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

In-Store Digital Media Versus TV / Radio

  • TV and Radio ads tend to be perceived as irritating interruptions. On the other hand, shoppers are more responsive to in-store advertising on digital signage because they see it as helpful and relevant information that helps them make the right choice.

  • Viewers cannot “zap” over in store ads on Digital signage.


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

In-Store Digital Media Versus Print Media

  • Newspaper ads are usually viewed once a day at the most, while DDS have more frequent impacts.

  • In-store advertising on DDS is more compelling because of full motion and colour.

  • DDS ads are more flexible, they can be customized and aimed at smaller target audiences within a larger audience.

  • DDS is more cost-efficient (lower CPM) than most newspapers and magazines, while having a higher targeting ability and impact.


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

Arbitron Survey on attitudes to in-store media

A total of 1,002 people were interviewed in September 2004 by ARBITRON to investigate America’s awareness of retail video broadcasting and the advertising it carries.


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Unmatched Efficiency in

Influencing Purchase Decisions

Arbitron Survey on attitudes to in-store media

  • One in 10 shoppers frequently stop to watch the video (32 % sometimes stop to view video screens)

  • 81 % of shoppers who have seen retail video say the programming focused on merchandise available in the store. Almost half (47%) recall learning about specials sales from the video displays.

  • More than three quarters of retail video viewer find the screens helpful.

  • Sixteen percent of the consumers who have seen video in store feel the displays that feature product or sale information are very helpful, and another 62 % find them somewhat helpful.


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Unmatched Efficiency in

Influencing Purchase Decisions

Arbitron Survey on attitudes to in-store media

  • Younger shoppers are most appreciative of retail video.

  • Close to 30 % of retail video viewers have made an unplanned purchase.

  • 29 % of the consumer who have seen the video in a store say they bought a product they were not planning on buying after seeing the product featured on the instore video display.

  • Consumers are more interested in video that focuses on store sales, product information and special events.


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

Russian Market

  • Russian Market for Indoor Media forecast: turn over for 2005 was $USD200-million will grow yp to $1billion by 2010.

Why & How?

  • New advertising legislation

  • Limitation of advertising time on TV

  • Banning of outdoor advertising for alcohol and tobacco

  • Development of the actual Retail chains in Moscow and across Russia

  • Introduction to the market of the new consumer products


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

Other successful

cases retailers using already

Indoor Digital Advertising

  • Walmart,

  • Tesco,

  • ASDA,

  • COSTCO

  • Indoor TV Systems.


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

Top of the line brands already

using New Digital Advertising

Solutions

  • Coca-Cola,

  • Nestle,

  • Danone,

  • Lu,

  • Evian,

  • Gillette

  • Colgate

  • BAT

  • Visa,

  • Heineken,

  • Dove,

  • Procter & Gamble

  • Land Rover

  • Bee Line

  • Renault

  • BMW

  • Unilever


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Unmatched Efficiency in

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Conclusion –

Advertising effect

  • WIN-WIN for everybody:

  • For retail owner – more benefits from promotion.

  • Increases customers loyalty,

  • sales stimulation,

  • For Producers and Providers assures good information and contact with customers : brand image, new products, promotions, etc

  • Customer is well informed about promotions, new products, thus makes good deals.


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

About:

Innovative approach:

Coming from outdoor business via its sister company “New Form International”, part of “Form Trust Holding”…

The “IMTV” benefits from the experience of 13 years of Media Business in the Russian Market


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Unmatched Efficiency in

Influencing Purchase Decisions

Complete Solution =

Concept +

Realisation +

Management.


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

Where to find IMTV System?


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In Store Digital Media -

Unmatched Efficiency in

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Content Scenario

IMTV =Advertising + Infortainment


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In Store Digital Media -

Unmatched Efficiency in

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How IMTV System Fits-Into the Picture

  • IMTV System is a large scale Point of Purchase communications company - a macro-network system on POS that demonstrates video clips as well as promo-messages, and other information (news, sports, weather, etc)

  • Key Reference project: The first ever Interactive Media TV by IMTV in Ramstor across Russian Federation, Shopping Malls, etc. The project is a unique advertising vehicle installed in sales outlets, which provides a brand new level of influencing the target consumer audience.

  • … It is the only existing advertising vehicle in Russia which offers the opportunity to promptly evaluate its efficiency by comparing sales volume before, during and after the launch of the IMTV campaign

  • In the 2nd quarter of 2006 the total number of displays for the first stage of the first project will reach 1000. They can now be found in Ramstores Moscow major regional centers in: Saint Petersburg, Krasnoyarsk, Kazan, N. Novgorod, Rostov, Podolsk, Zelenograd.


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

How IMTV System is different from competitors

  • IMTV+Panasonic= Complete Solution

  • IMTV System transmits media simulaneously to all screens using Satellite or Internet connection that gives TV effect.

  • Competitive price for Ad : 15 second video clip on one screen costs 0,01$

  • Unique service: MONITORING screen trouble forecast in advance and immediate assistance

  • Advertising efficiency control through monitoring

  • IMTV System is the network owner and operator.

  • IMTV System is the unique national company with innovative technology that assures projects across all the country

  • IMTV Systems started to be adopted by other media providers across the world.


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In Store Digital Media -

Unmatched Efficiency in

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How IMTV System is different from competitors

TOP of the line Partners

  • Scala- world wide content software editor,

  • Device- leader IT and networking systems,

  • ISM- engeneering support,

  • Magenta Research- communication technology leader,

  • Panasonic – leader of the electronics hardware provider ( has developed a special product line for IMTV application).

  • Video International : ultimate leader in advertising agency in Eastern Europe


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Unmatched Efficiency in

Influencing Purchase Decisions

How IMTV System is different from competitors

Content Delivery

  • Centralized control ( from HQ ) manages projects all over the world.

  • Each screen whatever location receives the right image message + sound by satellite and internet.

  • One hour after the new Ad clip is received to HQ it can be already broadcasted.

  • Each screen is equipped by Dolby Surround.

  • Screens are divided into different zones and have adopted messages: example: hypermarkets, shopping galleries, catering, cashiers.


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

How does it work?IMTV System:Schedules, distributes and monitors signage network by satelite signal.


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

Benefits

  • The advertiser only pays for the placement.

  • Competitive ad prices : advert clip in 10 shops on screens= the rent of 1-2 advertising sheets (3x6) in Moscow. And the cost per thousand is even lower than what TV assures.

  • The retail owner makes additional benefits through Ad location rent

  • Customer is well informed and enjoys shopping making good deals


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

IMTV System- key to Mutual Benefits

  • Retailers benefit from new revenue streams – IMTV leases the sites from them or in joint venture. Through the infotainment system and local information, the retailer builds customer loyalty in his store; the advertising and promotional content generates additional sales and the system enables detailed monitoring allowing the creation of models optimising sales benefits from message exposure.

  • Brand owners benefit from increased brand awareness; increased take-up of promotional offers; improved brand loyalty and increased sales while locking out rival brands.

  • The customer gets more entertainment out of the shopping experience and receives valuable information about new products and special offers while they’re at the point of sale, right next to the shelves where the products are stocked.


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In Store Digital Media -

Unmatched Efficiency in

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The fundamental question

“How can we be one of the first to take advantage of this new media in Russia and work together with IMTV to make this happen – in a win-win-win situation – ?”


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Unmatched Efficiency in

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Testimonial

First Testimonial in Russia

“We had a successful experience with IMTV for outdoor projects and decided to extend this cooperation to indoor systems seduced by IMTV professionalism… Interactive TV is combination of information and animation that creates a special atmosphere in our shops and is an efficient communication tool as well. ”

GM of Ramstor Mr. Mustafa Saglam


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Unmatched Efficiency in

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World Wide Testimonial for interactive Digital Signage

“In-store TV ads are reaching people right asthey are about to make a purchase”

*Source: ERIN WHITE Staff Reporter of THE WALL STREET JOURNAL

“In-store TV is becoming more sophisticated as advertisers get better at using it”

*Source: Analysys Research Company

“Unilever has learned that it is best to customize ads just for in-store TV”

*Source: Allison Harmon, Marketing Communications Manager for Unilever U.S.


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In Store Digital Media -

Unmatched Efficiency in

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World Wide Testimonial for interactive Digital Signage

It’s called “the first moment of truth.” It’s when a consumer steps up to the store shelf and chooses between Coke and Pepsi.

*Source: A. G Lafley, CEO of Procter & Gamble

“content altered and refreshed in real-time in response to customer demand”

“robust proof-of-playback reporting”

*Source: Analysys Research Company


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In Store Digital Media -

Unmatched Efficiency in

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World Wide Testimonial for interactive Digital Signage

“content-sensitive plasma screen ads, it is believed, will become one of the most effective advertising media of the next decade”

* Source: Source of Intelligence for the Dynamic Signage Industry

“In-store ads are the perfect marketing medium”

*Source: Euan D'Arby - External Communications Officer - Nielsen Media Research


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In Store Digital Media -

Unmatched Efficiency in

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World Wide Testimonial for interactive Digital Signage

"Are Retailers the media owners

of the future?"

*Source: Carat

"Put bluntly, supermarkets are the new media”

*Source: Andrew Harrison - Nestle UK Marketing Director


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

Conclusion

The Digital Signage is the Future Media

On Screen:

Digital Interactive Information Systems can increase awareness of the products and services, generate more sales, bring more fun and satisfaction, reduce stress and generate advertising revenue…


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In Store Digital Media -

Unmatched Efficiency in

Influencing Purchase Decisions

Thanks for your attention…

For more information about IMTV System:

www.imtv.ru

Address: 7/4, bld.1,

Kutuzovsky avenue,office 311

12248 Moscow, RUSSIA

Tel: +7(495) 739 2207

Fax: +7(495) 243 7370

[email protected]


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