January 2207 With immediate effect, the ProSiebenSat.1 marketer SevenOne Media assumes responsibility for the nationwide commercialization of impulsTV. The innovative advertising medium was developed by Smart Point Media AG, which also operates the system. The advertising clients of SevenOne Media are therefore presented with the opportunity to promote their products directly at the Point of Sale (PoS) in the food retail industry. With this new option, SevenOne Media is further enhancing its portfolio and is the first marketing company in Germany to offer networked campaigns spanning TV, online, mobile and PoS.
For the in-store television impulsTV, Smart Point Media will be installing special plasma displays in the food retail trade. The advertising spots saved to the corresponding server are displayed every time they are triggered by a consumer via their shopping cart. The relevant signal is provided by an RFID chip which is integrated into the handle of the shopping cart. This way, the system generates data as to where and at what time a given consumer saw a particular spot. Simultaneously, the contact frequency of an advertising spot per consumer can be controlled.
Following the payment transaction, the compiled advertisement contact data are linked up with the data on the respective receipt. The consumer remains anonymous in this context, as no personal details are transmitted, but the information at hand is merely associated with a shopping cart code. The data transferred to Smart Point Media are edited within the framework of the research to accompany the campaign. On the one hand, this research makes it possible to monitor the advertising contacts in detail for the first time ever, and on the other hand, accurate behavioral profiles of the customers during the decision phase are generated on the basis of these measurements. As a result, the purchasing behavior can be precisely analyzed and supported.
At the start, interested producers of branded goods are presented with a combination offer consisting of defined advertising contacts and concomitant research. Currently, 17 hypermarkets belonging to the Marktkauf Group are generating 1.3 million direct contacts per week with impulsTV. By the end of 2007, a minimum of 80 more markets throughout the nation are to be added. Besides the large hypermarkets with a sales area of at least 5000 square meters, the plan is to also enter the domain of stores and supermarkets.
Peter Christmann, Member of the Executive Board, Sales & Marketing, ProSiebenSat.1Group and Chairman of the Management Board of SevenOne Media: “By cooperating with Smart Point Media, we are purposefully extending our marketing portfolio. This provides our customers with access to a measurable platform for effective PoS communication. Using the various audio-visual advertising products, we accompany the consumer from the living room to the supermarket.“
Herbert Boos, Member of the Executive Board of Smart Point Media AG: “The cooperation with SevenOne Media means that we are bridging the gap between the various media. As a result, the full impact of the most frequently used communication medium TV is taken to the place where the purchasing decision is made and reactivated there in a purposeful manner. This connection allows established advertisers to opt for new communication concepts, but also makes it possible to target entirely new customer groups.“
About Smart Point Media / impulsTV:
Smart Point Media is based in Huerth near Cologne and develops innovative communication tools for sales promotion and impact analysis purposes. The layout of the company’s technical concept is modular. All the communication modules are compatible with one another and are based on the principle of X:X direct communication. impulsTV, which in 2006 received the US Digi Award in the category “Excellence in Creativity“, is one unit of this modular system. The medium integrates TV, radio, poster, info panel, Internet and database elements. Thanks to a special sensor technology, it immediately reacts to changing situations at the respective location.
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