In this session, John Morgan covers the fundamentals of how advertising affects consumers' thoughts, intentions and behaviors, how each stage in the advertising process can be measured, and how media and campaign metrics can be applied to digital retail media. Highlights include: • Digital Retail Media Defined • Value Propositions for Consumers, Retailers and Advertisers • Digital Retail Media Measurement • Measuring Advertising Campaign Effectiveness About the Presenter: John Morgan is the founder of Retail Media Insights and is a leading expert in media network marketing strategy and consumer insights. For more than 20 years, he has provided research expertise to clients in the advertising, media, retail and technology industries. Network operators, retailers and advertisers wanting to increase consumer engagement, ad revenue and ROI seek RMI's in-depth knowledge of placed based media. In addition, validation of revenue models is provided for the investment community through market research and campaign analytics.

1. Digital Retail MediaMeasurement & Metrics

3. Advertising, media, retail and technology expertise

4. Former VP, Research & Shopper Insights at InStore Broadcasting

5. Designed media planning systems at Nielsen IMS

6. Media planner at Hal Riney & PartnersJohn Morgan Founder and President

7. Presentation Overview Digital Retail Media Defined Value Propositions for Consumers, Retailers and Advertisers Digital Retail Media Measurement Measuring Advertising Campaign Effectiveness

8. We have learned new ways to interact with media and brands

9. What is Digital Retail Media?

10. Digital Retail Media Defined A communications network that uses digital technology to deliver audio, video or audiovisual content to an audience in a retail environment.

11. Digital Retail Media Venues If you come, they will build it Bars & Restaurants Specialty Retail Hair & Nail Salons Health Clubs Medical & Dental Offices Transit Veterinarian Grocery & Convenience Stores

12. Digital Retail Media is not TV Differences from traditional media Transient audience Not the primary focus of attention Differences from static OOH media Video and/or audio Time component

13. What are the Value Propositions? Advertisers Retailers Consumers

14. Value Proposition for Consumers Entertain, educate and/or inform Navigation Money-saving offers Time-saving offers The consumer must come first—know your audience!

15. Value Proposition for Retailers Improve the customer experience Increase overall sales Support and enhance loyalty programs Generate advertising income Learn more about your customers

16. Value Proposition for Agencies & Advertisers Relevant content, context Receptive audience At or near the point-of-purchase Quantifiable measures of advertising ROI

17. Digital Retail Media Measurement

18. Measuring Advertising Effectiveness “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Late-1800s John Wanamaker Department store owner Considered the “father of modern advertising”

19. Measuring Advertising Effectiveness “Improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.” Co-founded in 1936 by the ANA and AAAA

20. ARF 360 Model

21. ARF 360 Model

22. ARF 360 Model: Audience Count and Attention 1: Vehicle Access = Venue Traffic 2: Opportunities-to-See = Network Traffic & Dwell 3: Eyes-On / Ears-On = Network Audience

23. ARF 360 Model: Measuring Consumer Thoughts and Intentions Surveys Neuromarketing 4: Ad Attentiveness = Relevance / Ad Recall 5: Ad Processing = Message Recall 6: Impact = Purchase Intent

24. ARF 360 Model: Measuring Consumer Behavior QR code scans Interactions Sales 7: Advertising Response = Brand Engagement 8: Brand Access = Brand Distribution 9: Sales Response = Sales

25. ARF 360 Model: Measuring ROI 10: Loyalty Response / Lifetime Value = Campaign ROI Loyal customers Brand advocates Positive return on advertising investment

26. Measuring Audience Count and Attention In-house Traffic, visitors, transactions, members Syndicated Simmons, MRI, Scarborough Custom Consumer surveys, cameras, observation Third-party auditing required

27. Measuring Advertising Effectiveness “The biggest cost of advertising is ads that do not work.” Present day Erwin Ephron Advertising Research Federation Lifetime Achievement Award recipient Market Research Council “Hall of Fame” member

28. Measuring Consumer Thoughts and Intentions Recall and Purchase Intent Surveys Relatively inexpensive Recruitment can be difficult Neuromarketing Great for lab work Expensive, impractical Only a proxy for desired behavior

29. Measuring Consumer Behavior: QR Code Scans Incorporate unique QR code for each campaign, location Coupon, discount or deal Sweepstakes entry Additional product information Product demonstration video Still need to know potential audience to calculate response rate & effectiveness

30. Measuring Consumer Behavior:QR Codes for Savings Scan me! DSE Q1 2011 Business Barometer Discount Code DSF Members receive a $50 discount off of the $145 DSE Q1 2011 Business Barometer from the Digital Signage Expo.

31. Measuring Consumer Behavior: Interactions For screens that allow interactivity # of interactions Stickiness (time spent interacting) Data capture (consumer input) Interactions relative to network traffic Need to know audience potential to calculate response rate & effectiveness

32. Measuring Consumer Behavior:Sales Lift Retailer Items per transaction Dollars per transaction Category sales lift Repeat visits Advertiser Item sales lift Brand sales lift Household penetration Trial / repeat

33. Measuring Advertising ROI:Experimental Designs Robust test design is critical to valid measurement of changes in consumer behavior Matched Panel Latin Square Did advertisement X truly cause behavior Y?

34. Presentation Summary Digital Retail Media networks that focus on providing value to consumers also benefit retailers and advertisers Digital Retail Media networks require unique methods of audience measurement Digital Retail Media campaigns can be optimized through testing and measurement

35. The Proof is in The Numbers Our Services Audience Measurement and SegmentationAdvertising Sales and Marketing StrategyConsumer Insights for Content GuidanceAdvertising Campaign ROI Analysis Research Methods Syndicated Research Sources Matched Panel AnalysesConsumer Intercept SurveysObservational Studies Clients we Serve Advertisers and AgenciesMedia Network OperatorsRetailers and Venue OwnersInvestors John Morgan Founder and President Retail Media Insights john@retailmediainsights.com www.retailmediainsights.com