Digital Signage – a horrible description. Captive Audience Network? The term sums up the inadequacy of the organisations who run them. An audience is captive? Maybe that’s what the Mad Men thought in the 1960s but the world’s moved on, love.
Screens should make the shopping trip exciting and fun. They should captivate the shopper, making the shopping trip easier, perhaps more rewarding.
Captive Audience Networks are all about delivering expensive digital wallpaper. They’re another expression of lift (elevator) muzak. In a Mori poll a couple of years ago, 17% of respondents said that "the thing they most detest about daily modern life" is the use of muzak. Screens will go the same way if they continue to deliver dull, pernicious, irrelevant, intrusive content.
In fact, consumer research on video screens suggests that perhaps becoming wallpaper is the least of their problem as shoppers don’t seem to pay them much attention.
In 2005, Arbitron published some research that showed:
- 33% of US consumers have watched in-store video. (So 66% haven’t.)
- 10% of shoppers make a habit of watching in-store video (So 90% don’t.)
- 5% of shoppers think that more stores should have video screens.
More recent research in the UK showed that for a grocery retailer video, some 37% of shoppers in stores with video screens installed were able to recall them (aided and unaided). (Whilst using different methodologies this bears some relationship to the Arbitron findings.)
Having noted this, Joel Hopwood at various POPAI presentations in the UK has shown recent case histories that prove conclusively that video screens can build a brand’s business in the grocery sector.
Matthew Tillek
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