Retail Merchandiser: Place-Based Digital Video Advertising
This article originally was posted on June 22, 2009 at Retail Merchandiser.
By Amanda Gaines
For all the power of digital place-based media, it’s difficult for advertisers to know how to find their target consumer when those consumers are out and about. So when SeeSaw Networks came together three-and-a-half years ago, its founders had three goals in mind: build out digital place-based video advertising, find the value in such advertising, and assemble a network to give advertisers depth and breadth when looking for their target consumers in the context of building national campaigns.
Today, SeeSaw Networks offers more than 50 million gross impressions per week for a national campaign, meaning it can throw its hat into the ring of effective advertising and maintain an equal footing with primetime TV. Rocky Gunderson, vice president and co-founder of SeeSaw, said there are specific goals retailers have in mind, and digital place-based video advertising can address them all.
“At the top of the list was building their brand,” he said. “Retailers are also looking to increase customer satisfaction, sell a product or service, increase the frequency of visits to their site or store, increase the average ‘basket’ size, and lower the perceived wait time of consumers checking out.”
SeeSaw’s Life Pattern Marketing approach helps retail advertisers reach people where they work, play, and socialize by mapping digital video advertising locations to their daily lives. “As people are increasingly more mobile in their daily lives, you want to get to them either at the place they’re buying, advertising to influence their decision, or driving them to a particular retailer to buy a product,” said Gunderson. “You need to catch them at different points in their daily lives and with different mindsets, not just in their homes or places of employment.”
Consumers aren’t sitting still anymore. It’s time retailers adjusted their advertising strategies to keep up.
