Posted by jlivingston on 04 MAY 2009 at
Digital media in Retail
One Digital Media (ODM) was launched in February 2007 by Mike Bosman, CEO, and his partner and chief operating officer, Andrew Ridl.
Bosman was formerly the Group CEO of both FCB and TBWA in South Africa and previously head of FCB North America.
Ridl has a wealth of international experience with Siemens and Compaq in Europe and the UK.
What is Digital Media in Retail? Digital media in Retail (DMiR) is the ability to send static or moving images to any one screen or group of
screens normally in retail environments. DMiR communicates with consumers while they shop and where they interact with brands. This
allows retailers, advertisers and brand owners to radically extend their reach and influence at a very low cost and are usually able to measure their ROI largest provider of dynamic in-store digital media in South Africa. The company provides a world-class media network to brand marketers, retailers and advertising agencies. ODM currently broadcasts to more than 7 500 screens in over a thousand stores, taverns and freestanding units and can broadcast to any one screen or group of screens in a true narrrowcasting fashion.
ODM's screen integration and placement strategy, combined with the inhouse software platform, results in a highly compliant and effective
marketing tool for brands at point of sale. The speed and agility of building the ODM networks allows for rapid deployment of a turnkey solution.
Services and Product Offerings:
ODM designs tailor-made solutions according to each customer’s needs. Currently ODM sells the following services:
Comprehensive network installations *
Free-standing units and Interactive Cellular Display Units
Touch Screens
Menu Boards
Airtime on networks
Top-end digital content production
*ODM currently has a number of networks in operation across the country, including FMCG, liquor, technology, taverns and interactive cellular networks. Each of these networks is centrally managed from a remote media centre based at ODM’s headquarters. Current networks include:
FMCG:
SUPERSPAR
Liquor:
MAKRO LIQUOR
TOPS LIQUOR STORES
ODM TAVERN NETWORK
Forecourt Convenience:
SHELL
Taverns:
ODM TAVERN NETWORK
Technology:
DION WIRED
Interactive Cellular Units:
DION WIRED
GAME CELLULAR
Research Findings and Statistics:
According to independent research conducted on 22 brands in South Africa -
Brands stand out 33% more when the brand is advertised on in-store digital screens
Awareness of the screen by the shopper appears to convert into a 29.6% increase in sales made
63% of respondents who saw a particular brand advertised on screen felt they were growing closer to thebrand versus 23% who didn’t.
Clients:
ODM currently has worked with 83 of South Africa’s leading brands. These include SPAR, Unilever, Nokia, Coca-Cola, Nivea, Cell C, Gillette, Cosmopolitan, Bacardi, Cadbury and others.
FOSCHINI STORE OF THE NEAR FUTURE
What is the store of the near future? The Foschini Store of the Near Future is a showcase for a few of the dynamic and interactive digital communication applications that will form a part of our everyday retail environment in the near future.
What will I find at the Store of the Near Future? The store showcases a few of the digital communication applications that ODM have developed for the retail environment. These include till point screens, pulse beacons, digital bulkheads, fragrance pick ‘n watch screens, dual-mode screens, category screens, shoe pick ‘n watch screens; catalogue touch screens and the Whispering Window touch screen.
TILL POINT SCREENS
42” landscape LCD screens mounted to wall or suspended from ceiling;
Located in high-traffic zones near the POS;
Communicate to a captive audience;
Can include speakers to aid in training sessions after hours.
PULSE BEACONS
Double sided sign illuminating a message / word in pulsing rhythm;
Units run on battery power allowing for complete mobility;
No installation or service required;
Attracts attention to specific area in-store and ensures increased foot traffic.
DIGITAL BULKHEADS
32” LCD screens installed into a bulkhead or suspended from ceiling to create a dynamic in-store billboard.
Screens are synchronized to create a unified image in motion;
Increases consumer awareness of products as well as specials / promotions.
FRAGRANCE PICK ‘N WATCH SCREENS
Free standing or shop fitted solutions consisting of LCD screen and product stand with sensors;
Screens encourages consumers to test products;
When product is lifted a sensor triggers the screen to play content relevant to the product.
CATALOGUE TOUCH SCREENS
32” LCD portrait screens located in merchandising areas in-store;
Creates awareness of specials and promotions;
Dedicated to one brand or across a number of brands, reflecting brands current marketing campaigns.
CATEGORY SCREENS
An interactive catalogue on a store window, allowing consumers to browse through product range and possible promotions;
Solution is also able to play dynamic adverts / content while touch screen is not in use;
Sound can also be included.
SHOE PICK ‘N WATCH
Free-standing or shop fitted solutions consisting of LCD screens and a product stand with sensors;
Screens encourages consumers to pick product up;
When product is lifted a sensor triggers the screen to play adverts relevant to the product or show product information.
DUAL-MODE SCREENS
Interactive solution playing dynamic adverts / content;
When consumer approaches the screen a sensor triggers the screen to switch to mirror mode;
Consists of 19” LCD screen;
Ideal for cosmetics, sunglasses and jewelry.
WHISPERING WINDOW
Transforms ordinary shop window into sound;
Transmits sound throughout the window, making it a large ‘speaker’ which is able to self-regulate its volume in accordance to the noise levels outside the store.
Can be used in conjunction with other solutions such as the Catalogue Touch Screen.
Attracts attention to store window, increases window browse time and entices potential shoppers into store.
NIVEA BLUE WALL:
ODM were approached by Beiersdorf to produce an interactive solution for Nivea that would integrate into their Point of Purchase
(POP) display. The Nivea BlueWall included a 32inch LCD screen flighting various Nivea product ads as well as a 10inch touch screen designed to encourage consumer participation. The touch screen and its content were developed by ODM to engage the consumer through a full product search and recommendation facility.
Being able to track the touch screen data allows Nivea to see which products are being sought the most, at what time, in which
region and by whom (male or female). The Nivea BlueWall is an example of an interactive in-store solution that benefits the consumer and provides tactical opportunities and data for the brand.
PROFILES
Mike Bosman
One Digital Media
Chief Executive Officer
Mike has been the CEO of One Digital Media, the largest network provider of digital media at retail market (“DMiR”) in South Africa, since its inception in 2006. Prior to that Mike was the Group CEO of TBWA, one of South Africa’s ‘Big 3’ communication groups which included TBWA\Hunt\Lascaris and SA’s top PR firm, Magna Carta. Previously Mike was an executive main board director of advertising agency group, FCB Worldwide and a member of the worldwide executive committee. He was based in New York and served as President and Chief Operating Officer of FCB North America, then the largest ad agency in the US. Between 1997 and 2000 Mike was the Chairman and CEO of FCB Lindsay Smithers, the oldest and the largest advertising agency in South Africa and Chairman of the FCB Africa region. He has been honoured by being named as Advertising Man of the Year three times, most recently in 2006.
Bruce Gourley
One Digital Media
Marketing Manager
Bruce joined One Digital Media in 2006 as a project manager when the company was formed, overseeing the company’s content development. Bruce has since been involved in developing content strategies for the company, overall network strategies and presentations, as well as web development. More recently, Bruce has increased his involvement in developing marketing collateral for the business and is currently working on producing workshops designed to help clients effectively leverage the in-store digital medium in relation to their marketing campaigns and schedules. He is also a popular lecturer at various tertiary education institutions where he introduces DMiR to students.
