Adrian’s Daily DOOH portal has a piece written by on the original chroniclers of this industry, Bill Collins, on the plans for a complete revamp of the Wal-Mart TV network.
Anyone who’s wandered into a US Wal-Mart store has seen the network and been wholly underwhelmed by the scattering of CRT TV screens, way up high, though stores and long-form spots that really don’t work. The new vision, reports Collins, involves thew following:
- Bring screens down to eye level
- Build screens into endcaps, fixtures and shelving
- Abandon the 2001-2002 “hang and bang” model where flat screens are hung nilly-willy around the store, mostly in locations that are difficult for shoppers to see
- Control audio so that the soundtrack of these networks is welcomed by shoppers and store employees alike
- Pack merchandise around the screens and speakers, so that the sound-and-motion media serves a useful purpose for both marketing and merchandising just as conventional Point-of-Purchase displays do
The new network will be owned and operated by Wal-Mart, and Collins has the suspicion the early rollout will be happening as early as this fall.
Mike Hiatt, who runs the store media network program, sent me a note to clarify the role of Premier Retail Networks in the new deployment. “While PRN’s role is shifting in regards to the upcoming deployment, they will continue to play a key role in the execution of this network.”
UPDATE: This was nagging at me that I had heard about this before.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.