More Signs of Digital Signage Adolescence

Last week, another sign that dynamic digital signagebuys that fit the traditional mold of media decision
is entering media adolescence emerged with themaking. In other words, marketers can justify the
announcement that global information and mediapurchase of in-store media in the same way they
company VNU and the In-Store Marketing Institutejustify buying radio,television and print: based on
will jointly launch a new service to help marketersaudience size and demographics, not simply
better understand how to reach and influenceadvertising rates and a wish. An article on the
consumers while they shop.In-Store Marketing Institute Web site put it this way:
A key component of the effort is the measurement"Adoption of the P.R.I.S.M. model by the industry
of the audience for a new array of in-storewould deliver a common language for retailers,
marketing vehicles, including digital signage, televisionmanufacturers and media buyers to assess the value
and radio, shelf talkers and other point-of-purchaseof retail as a marketing channel and compare its
displays.effectiveness to other media such as TV, radio and
Offered by a new VNU business unit called Nielsenprint. It also would give marketers a metric through
In-Store (part of NielsenConnect), the service aims towhich to evaluate the store as a vehicle for
give marketers and retailers alike a way to quantifygenerating brand awareness and trial, putting the
in-store audiences and measure the impact of theirstore on a level playing field with other forms of
in-store marketing efforts. The service also will delivermass media."
a means for marketers to assess the value of theirIn announcing the launch of Nielsen In-Store, global
in-store marketing strategies when compared tomanaging director George Wishart said the business
other media and marketing approaches, said VNUunit will offer those in the ad, media and retail
chairman and CEO David Calhoun.communities "a new currency standard that can
VNU's partnership with the In-Store Marketingincrease the efficiency of the media buying and selling
Institute will allow the newly created business unit toprocess."
leverage work the institute is spearheading known asThat currency -quantifiable audience metrics- is
P.R.I.S.M., or Pioneering Research for an In-Storeprecisely what's needed for retail digital signage to
Metric. An important aim of the P.R.I.S.M. research isadvance to the next level and take its place among
developing statistical tools to deliver audience metricsmainstream ad-supported media. If Nielsen In-Store
"to the category or area of the store, by retailcan deliver on its promise, digital signage as a medium
format, and by day of the week," according to thewill catapult from the media backwater reserved for
In-Store Marketing Institute.funding from discretionary ad and marketing budgets
Just as the recent announcement from the Screeninto a position as a legitimate contender for top-tier
Association of the first-ever U.K. digital signageadvertising dollars. Immediately, it will shed the stigma
directory reflects a maturing of dynamic signagethat shrouds any media that come to the table
from a technology into a legitimate media made upwithout audited circulation statements or
of identifiable networks, the announcement of Nielsenindependently measured audience ratings.
In-Store and the P.R.I.S.M. research demonstrateWithquantifiable metrics, digital signage networks can
another aspect of its coming of age as a media,stake their claim to being a bona fide media choice
namely definable audience metrics.and one that marketers can safely choose to carry
With audience metrics, in-store marketers cantheir out-of-store advertising message past the store
develop a sense of confidence about the reach ofdoors into specific departments and ultimately to the
in-store media in general and digital signage incash register.
particular. Out of that confidence will emerge media