Instantly customised ads in NYC.

instantly customised print ads in supermarketExciting news from New York about taking place- based media to another level. The personal one. Imagine being able to display the ad corresponding to the individual’s buying patterns exactly when he/she is shopping. Armed with data about 80 million customers Catalina Marketing¬†is possibly the first network to instantly customise ads based on past purchasing preferences.

How it works: the colour printers installed in each venue are printing a receipt-size ad alongside with the actual receipt right after a customer’s purchase, informing him/her about new products and if engaged enough, redirecting him/her to an instant additional purchase. Researchers show that 80% of the individuals actually read these prints which only proves that relevant ads do attract attention.

Targeted marketing is relevant to consumer packaged goods companies ¬†or small business who depend on small but frequent purchases. It is also relevant because as Catalina’s study shows only 2.5% of the customers account for 80% of the average brand’s sale. So if you’re baffled at the idea of individually customised ads, be aware that you would need to focus only on a small percentage of your clients, on those who make the largest part of your revenue. And as seen there are not that very many (Pareto’s 80-20 rule seems to fall). The capacity to communicate to your key customers in their own ”language” is what ”makes or breaks a brand”- ”If you can focus your media on these crucial consumers you can really grow your business” Catalina Marketing declares.

So if this shy yet efficient endeavour (in the end it’s only a paper-slip) seems to work imagine what an interactive digital ad could do! Is this a new opportunity for the digital signage industry and for the digital media? You could say so. Imagine receiving an ad on your mobile or seeing it on a screen reminding you about your favourite type of chocolate (remember it’s a girl writing this) exactly when you’re about to go out from the supermarket! It makes sense to us; let us know what you think.

Have a good week everybody !

Oh and here are some useful links: Catalina and the full article.

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