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| The newsletter that highlights innovation and trends in digital out-of-home media. |
Successful Implementation of Digital Out-of-Home Mediaby Peter Bowen, CEO
This issue of SeeSaw Insights will review two case studies which demonstrate the efficacy of digital out-of-home media in achieving a company’s marketing objectives. The first case study entitled “Trade Area Targeting Delivers New Rite Aid Customers” highlights how Ripple was able to use the ability of digital out-of-home media to micro-target an audience to deliver a very compelling marketing communication. Rite Aid’s objective was to capture market share in the Los Angeles area by attracting new pharmacy customers into specific stores – one might argue, a very difficult task for most media to achieve but not so for digital out-of-home media. Using the principles of Life Pattern Marketing, Ripple was able to identify various geographic specific ‘touch points’ which intercepted the target consumer as they went about their daily lives. The campaign is an excellent example of how retailers or other ‘brick and mortar’ locations can cost effectively use digital out-of-home media to drive business results. Our second case study entitled, “New Balance Reaches the Right People with the Right Message Using Digital Out-of-Home Media” demonstrates how an advertiser can effectively and efficiently reach the right audience with the right message at the right time. New Balance’s marketing objective was to build consideration with a younger demo – one which is difficult to reach with traditional media. The unique capabilities of digital out-of-home media enabled New Balance to deliver a very targeted message in a tremendously relevant location – gyms – while engaged in an activity – working out – when brand consideration was top of mind. As a result, the advertising running on NetPulse cardio machines was more effective and efficient then other traditional media used in the campaign. Lastly, for those who have not taken advantage of the opportunity, I encourage you to download the recently released full report from the Digital Out-of-Home Media Awareness & Attitude Study, conducted by OTX. It is the first study to compare consumers’ awareness of and attitudes toward digital signage advertising with advertising on other media. The full report is enhanced with specific findings on 12 Life Patterns, including College Students, Alpha Moms, and the ever elusive Mobile Millennials. As always, we encourage your feedback. Please send your ideas and comments to: insights@seesawnetworks.com Trade Area Targeting Delivers New Rite Aid Customersby
SeeSaw Research
 Throughout the ages, town criers, sandwich boards and photocopied flyers have helped businesses get the word out to a targeted local community. In the digital age, national advertisers often strive to place their ’first dollar in’ to stimulate local demand. In the age of addressable media, digital out-of-home advertising delivers local targeting for national brands. National advertiser Rite-Aid wanted to attract new pharmacy customers into specific stores and increase awareness of its pharmacy services. Discover how the retailer implemented a cross-functioning customer acquisition program that would add prescription purchases to the bottom line, and at the same time, increase its opportunities to expose customers to promotions, and cross-sell other products. Read articleNew Balance Reaches the Right People with the Right Message Using Digital Out-of-Home Mediaby
SeeSaw Research
 Odds are that traditional media is not enough to provide the results you need from your advertising spend to engage today’s mobile consumer. Digital out-of-home media makes it possible to engage the right people while they are out and about, living their daily lives, to deliver your brand message with tremendous impact. Learn how SeeSaw affiliate Netpulse helped New Balance build brand consideration with a younger demographic and increase the number of registrations for its Club NB program. Read articleFast Facts for SeeSaw Insights Spring 2008by
SeeSaw Research
 Learn more about SeeSaw’s network and digital out-of-home media: What type of programming would people like to see on digital signs at gas stations? Wondering how Mobile Millennials, Alpha Moms, and Business Professionals spend their time? Find the answers to questions like these and others with these fast facts from the 2007 SeeSaw Networks – OTX Digital Out-of-Home Media Awareness and Attitude Study. Read article |
IN THIS EDITION
FEATURED RESEARCH
  FAST FACT
76%
The percentage of Young Urban Professionals who are aware of digital signage advertising in their work, play and social routines
Source: SeeSaw Research SHARE INSIGHTS
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