Posted by gwessels on 04 NOVEMBER 2008 at
One Digital Media (ODM) is recognized as the leading provider of dynamic in-store digital media in South Africa. In the two and a half years the company has been in existence, ODM has managed to achieve resounding results in a very short space of time. Heading up the company are advertising legend Mike Bosman, in the capacity of CEO and Andrew Ridl who takes on the responsibility of COO.
To date they have installed over 5000 screens nationally with a 98% compliancy on all screens. Judging from recent reports, the company is making huge inroads in the point of sale arena in a sign that it is time to take digital marketing very seriously.
ODM has a massive presence in most Spar and Tops stores and have installed a huge network of digital screens in 500 Shebeens nationwide. They recently rolled out their dynamic in-store digital media cellular solutions into 14 Game and four Dion Wired stores. The inter-active digital system allows consumers to actually hold displayed handsets, feel the weight of the phone and compare the deals that each comes with via the digital screens. The system is easy to use and consumers like the fact that they are able to educate themselves.
Following the successful launch of these Cell Towers, One Digital Media have been offered the opportunity to recommend a digital media strategy for the new GAME 2010 store of the future.
What Game aims to achieve through the installation of the digital media solution is to provide ‘on-demand’ messaging. The network will be utilized to compliment staff performance in-store and can also be used to educate and inspire customers in their choices as well as showcase deals and new product introductions, thereby enhancing sales for Game.
Another big win for ODM is Shell South Africa. With a network of more than 40 000 service stations across the world, Shell, the global energy and petrochemicals company, serves more than 20 million fuel consumers a day. One Digital Media have been signed on to install a digital signage solution in all Shell SA outlets.
Based on independent research indicating that digital point-of-sale advertising leads to sharp, sustainable lifts in sales (every brand marketer and retailers dream-come-true), its small wonder Shell have decided to include digital in-store media as part of their marketing strategy.
The Foschini Group are also jumping on the digital bandwagon. They are currently piloting ODM screens in … stores for three months and will implement a National Rollout to … stores in 2009.
The Foschini Group consists of 13 trading divisions dealing in lifestyle products ranging from fashion, jewellery and accessories, cosmetics, sporting and outdoor apparel and equipment to home ware. The Foschini Group trades in over 1200 stores, making it the foremost specialty retailer in South Africa.
Makro is currently piloting ODM digital signage in their Woodmead branch in Gauteng with a view to roll out to all 13 warehouse clubs in the future and Milky lane is testing digital signage in three of their stores. Not only do the screens immediately revitalize the stores appearance, they also reduce perceived waiting time, increase consumer brand awareness and recall and most importantly, translate into an increase in sales.
The network of digital screens are controlled from a central control room and can be programmed to display anything from relevant, highly targeted and creative advertising, to store or product information, to competitions and light entertainment.
About One Digital Media
One Digital Media is South Africa’s leading provider of dynamic in-store digital media. To date they have installed over 5000 screens nationally with a 98% compliancy on all screens. They provide a world class, cost-effective and centrally-managed media network to brand marketers, retailers and advertising agencies wanting to take advantage of the unique opportunities provided by a Digital Media Network. Their aim is to grow the organization over an acceptable period of time as well as look at international opportunities which will further help to gain them market share.
