Eric Steinert of Adspace Networks on Capturing Consumers at the Point of Sale

I spoke with Steinert about his work and company sales proposition measurement and metrics the impact of cross platform on his business the uncertain future of malls and looking ahead how will his business landscape change and how will media change in the next few yearsCharlene Weisler Tell me about Adspace NetworksEric Steinert In terms of impression delivery according to Nielsen Adspace is the nationamp8217s largest digital place based video network with distribution in over 300 malls Adspace Networks is mallcentric only serving malls and shopping centers and offers both short form programming content and advertising to mall visitors The content is a variety of shopper centric features developed both inhouse and provided by outside media companies such as Hearst AccuWeather and NowThisNewsamp160 Our content is designed to engage and inform the shopper on their visit to the mallCharlene What metrics do you use to measureEric We were a founding member of the Out of Home Video Advertising Bureau OVAB which became the DPAA We collaborate with leaders in the OOH space to decide on common metrics and nomenclature creating formulas and standard guidelines that we can all use We also conduct independent research primarily with Nielsen to quantify the percentage of shoppers that view our screens and recall the advertisements amp160Factoring in consumer notice rate dwell time and loop length we are able to calculate the impressions we are providing to our advertisers arguably our most important metricCharlene Do you use Nielsenamp8217s On Location reportEric Yes Weamp8217ve kept our research updated to be a part of this reportamp160 Our 2Q15 measurement study from Nielsen also included the 140 mall food court network we are now representingamp160 We were very pleased with our 2015 results which reflect the fact that consumers are paying attention to our screens and recalling the advertisingCharlene How has your part of the media industry changed since you first startedEric With technological advances it has become easier to manage the network and distribute our content and advertising efficiently We first started with satellite dishes on mall roofs but now use dedicated DSL lines into each propertyCharlene Do you use beaconsEric We are constantly testing ways to engage with consumers in the mall space Over the past ten years weamp8217ve tested everything from text messaging to NFC to serving mobile ads in a geofenced zoneamp160 We are now exploring sensor technology that uses mobile location data to track a consumeramp8217s journey throughout the mall environment to see the impact of advertising on our network in driving foot traffic to specific store locationsCharlene Isnamp8217t there a privacy issue here Eric There are no privacy issues with our use of sensors The sensor technology that we deploy only recognizes and collects the identifying characteristics of a shopperamp8217s mobile device This includes the phoneamp8217s MAC address manufacturer and signal strength No personal information is collected or shared To take privacy even a step further the MAC addresses collected are anonymized before they are sent to our data partner for analysisCharlene I have read that malls are in trouble Many are closing What is your opinion regarding the future of malls and how that will impact your businessEric That is a good question Some malls in smaller markets have struggled but the stronger Class A malls are absolutely thrivingamp160 Top malls operated by Simon General Growth Properties Westfield and Macerich some of our top partners are doing exceedingly well with strong traffic low vacancies and high sales per square foot figuresCharlene Looking ahead over the next five years where do you see your part of the industry goingEric I see continued migration to all things digital The days of static posters that donamp8217t offer the power and impact of video or the ability to post or rotate creative instantaneously are starting to dwindleamp160 Top marketers are increasingly developing quality content and advertising for placedbased screens further enhancing the growth of our spaceFrom an advertising perspective there is a continued shift to video agnosticism where a piece of video is distributed across multiple channels be it TV online video mobile cinema or screens in malls I believe we will continue to see more integrated marketing programs that will take into account the fact that consumers are more frequently on the go and that is increasingly important to reach your targeted consumers wherever they may beThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Eric Steinert of Adspace Networks on Capturing Consumers at the Point of Sale

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Charlene Weisler

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