Digital media agency rolls out network

10 inch screens situated on-shelf directly in front of the product being displayed

One Digital Media was launched in February this year by Bosman and his partner and COO, Andrew Ridl. The network allows content and messages to be broadcast via GPRS, the Internet or via satellite to any single screen or group of screens in stores nationwide. Information on the content flighted is returned from each screen to brands and retailers alike.

The roll-out of other networks is continuing a pace with 500 taverns and hundreds of other stores, outlets and spaza shops slated for installation in 2008.

Over 799 stores nationwide

Spar has over 799 stores nationwide with an estimated 66 million shoppers. It also records up to 44 million till transactions every month. The screens are targeted at shoppers in high traffic zones in stores like entrances and till points. They are also hung over aisles, and category sections and product screens are positioned directly in front of the product on the shelf.

Group marketing executive for Spar Roelf Venter says he is excited and very pleased with the roll-out and the opportunities it has created for Spar.

Other One Digital Media clients include Unilever, Distell, Cadburys, Colgate, SAB, Coca Cola, Rainbow Chicken and Spier, among others.

32 inch screens placed throughout the main aisles of the stores

“We are really delighted and privileged to work with Spar, Tops and these amazing brands,” said Bosman. “The value of a digital network lies in the quality of its content and in its size and reach because nobody is really interested in advertising on a few screens here and there. International research shows that retail sales increase significantly when digital media is properly used and we are seeing this trend continue in South Africa with our own network. Obviously this pleases retailers and brands alike – and makes us feel like we are doing something really worthwhile,” he said.

Designed in-house

The company manufactures its own screens which are designed by in-house electronic engineers. “Many digital media companies around the world use TVs for this kind of application and that lends itself to all kinds of problems with licensing fees, royalties, power cuts and so forth”, says Bosman. So too, the company owns its own software, which makes the network agile and cost effective.

The quality of both the content and the broadcast is very important to Bosman, as that is where the power to persuade consumers lies. That should surprise nobody, with Bosman's background in leading highly successful and creative businesses. Bosman was formerly the group CEO of TBWA\ in South Africa and previously head of FCB North America. TBWA\Hunt\Lascaris was restored to its position as South Africa's top creative agency in 2005 under his leadership.

Ridl has a wealth of international experience generated with Siemens and Compaq in Europe and the UK, before joining Barrows in Durban to seek out new opportunities. The business is supported by VenFin and point of sale experts Barrows.