Point-of-Purchase Media Channels
Advertising is targeted at consumers when they are focused on some sort of media. It can be inserted in the glossy pages of their favourite magazine, on the roadside as they drive to work, during the intermission of a TV program. Advertising messages are formatted to stick in the mind of the consumer to influence him/her when they eventually go for a shopping trip down the mall.
Wouldn’t it be great if brands could communicate with consumers as they are actively shopping instead of when they are passive doing something else?
Well, technology has put such a powerful instrument in our hands. With the Purple Play ™ system we create contextual channels to communicate with consumers the moment they make their valued choices and decide which brand gets their precious money.
Shopping is about making choices. It’s deciding not to take one brand by deciding to take a competing one. Being able to have the shopper attention when he/she decides is one of the most powerful tools technology has enabled us with in the last few years. It’s not about advertising. It’s all about messages formatted to reach active people in the very landscape where they buy. There is no need to persuade them to go out of their way to get a product: they are already buying.
The Purple Play ™ system uses state of the art technology provided by leading brands to create, produce, manage and deploy themed channels that become blended in the retail environment. The next time you got to a shopping isle and see an engaging 45’’ plasma screen with clips that get your attention and help you select between the brands on offer, you will know you have been exposed to Point of Purchase Media (PoP).
Here are some examples of channels developed by DSI:
The Music Channel
The Wine Channel
The Beauty Channel
The Sports Channel
The Hollywood Stars Channel
The Game Zone
