Today in London sees the launch of abc media’s PlanMyMedia.com and in just over a month’s time Neo Advertising will finally launch the much anticipated Booking DOOH – a free online market place where DOOH Network owners and Media buyers will hopefully meet to do business also.
We have to say that we are very excited about both of these developments. PlanMyMedia.com correctly described by abc media as “the first retail media planning site of its kind in Europe” currently covers the UK retail space.
It’s not a pure play digital screen online tool though, unlike Booking DOOH, as PlanMyMedia includes in its database live radio stations, Point of sale, various on-line opportunities, magazine advertising and even direct mail.
Some of the retailers that we believe are up on PlanMyMedia include WHSmith, Spar, The Co-operative, Martin McColl, Wine Cellar, Post Office and Thomson – sectors being primarily food, travel and pharmacy.
Regular readers will know that all of those UK retailers have significant digital media assets at present and as abc media say in their press release “Increasing numbers of retailers are investing in becoming serious media owners” – so this new online planning tool is a big step forward for retail media, removing as it does one obstacle to booking retail media.
Stuart Tiedeman, Managing Partner, of abc media, told us “Retail media is a measurable and growing channel but has been too fragmented … measurability and reporting is what brands want, especially at a time when ROI is critical.”
Mind you the hard work starts for both of these sites when they actually launch as they then need to become a credible, relevant B2B business and most importantly become top-of-mind with media buyers, planners and brands. Not an easy task.
They will also need to get their venue numbers up significantly. PlanMyMedia’s 11,000 stores, with more than 8,000 digital screens is actually but a drop in the ocean when you think that there are around 80,000 – 100,000 retail screens in the UK out of an estimated 250,000 digital screens all told (includes all three sectors that we monitor; High Impact, Captive Audience and Retail).
Anyway at abc media’s launch today we see that Dunnhumby will be speaking and it looks like their will also be contributions from retailers, agencies and the research folks Retail Why.
We are told that most of the major agencies and some of the marketing press will be represented.
Jason Cremins, Chairman POPAIdigital commenting on this innovation told us “this is a great step forward for Retailers looking to generate revenue from their real estate. On their own, Retailers currently find it extremely hard to reach the critical mass required to attract advertising revenues, but by amalgamating Digital Media networks in this manner there is a real chance of generating significant media revenue streams”