An open letter from Tom Goddard, Executive Chairman in response to our post and criticism yesterday ‘Amscreen Begins BP Store Roll-Out ‘
Reprinted below with kind permission in its entirety…
I am responding to your article on Digicom’s behalf but I am sure I speak for Amscreen and BP too.
For reasons we are struggling to understand, you seem determined to rubbish our collective three way efforts to generate a digital media marketplace in the forecourt convenience sector – something which appears completely at odds with your “impartial” position as media commentator on the digital sector and heralder of innovation.
Whatever your views, I can assure you that a lot of time and thought has gone into jointly agreeing the media spec, positioning, angle, loop length, ad mix and overall proposition for BP Connect and its customers.
The Amscreen screen is head on to queuing customers, is clearly visible from most parts of the store, and delivers a close proximity, pretty unavoidable, ad contact at eye level to a sizeable and attractive customer base. The venues themselves are attractive to advertisers, being well laid out, stocking typically 1500 household essentials per store, and are capturing an increasing share of grocery purchases. Our forthcoming trials, which we are researching extensively, will hopefully bear out both the ad demand and a positive customer reception. As always, the real arbiter will be the market.
Please return to your previous role as champion and supporter of innovation in its many forms. It becomes you better. Sniping from within is uncharitable, and the last thing this nascent industry needs. If this were Private Eye, we’d all be threatening to “cancel our subscriptions” with immediate effect.