How to launch a retail screen network without advertisers?
Adrian J Cotterill, Editor-in-Chief
There is some interesting research being carried out in Norway at the moment on how to launch a retail screen network without having to take income from advertisers.
As you probably know there are generally thought to be three distinct classifications of screen networks. Cleverdis in their “Out of Home Digital Media SmartReport” call these: –
- Self Financed
- Financed Through Advertising
- Mixed
iSuppli Corporation on the other hand label them as: –
- Branding
- Advertising Only
- Hybrid
As the majority of retailers tend to be price conscious (that’s a polite way of saying that they “don’t like to spend too much money”) most of the networks we have seen in EMEA are ad-driven – i.e. Financed Through Advertising / Advertising Only / Hybrid / Mixed.
RightOnMedia’s concept, which they call CatchTheEye™, has been developed in order to emphasize Digital Out of Home Media as a channel that looks at a number of measured variables.
The attached PDF explains the concept and some of the methodology in a little more detail. Further information can be found by contacting Tor Olav Haugen, CEO of Right ON Media.
It’s well worth a read.
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