LocaModa works deal to socialize PRN
October 25, 2010 by Dave Haynes
PRN and LocaModa will jointly develop a suite of cross-channel ad units (advertising opportunities) designed to enhance customer engagement at checkout by integrating mobile and Web with digital place-based media. PRN’s advertising solutions now include the ability to display filtered, localized social media components with curated user-influenced content and trending topics collected via mobile texts, Twitter and Facebook. The new place-based ad units are measurable and connect PRN’s Checkout TV® Network to mobile phones and social networks.
“Today’s audience enjoys media that is socially connected,” said Cathy Stauffer, PRN executive vice president, market development. “LocaModa’s platform helps us create a dialogue between our advertisers and consumers through content displayed on Checkout TV® Network screens in supermarkets that can be continued on other platforms, helping to contribute to even deeper brand engagement.”
“For thousands of years we’ve been communicating with whatever tools we have at our disposal,” said LocaModa CEO Stephen Randall. “Today, much of our sociability happens across multiple screens. PRN’s Checkout TV® Network provides a new and untapped entry point to a social message’s path from brand to consumer.”
Randall has a guest post on DailyDOOH this morning going into a little more detail and explaining how this can be implemented. He shows the example of screens (also in main art here) that reflect how popular celebrities are locally, which is about as interesting to me as the annual report of the American Academy of Actuaries. But the tie-ins as detailed below offer some contextually relevant possibilities in that setting. Anything would improve on the five-day weather PRN now runs.
As an example of the offering, PRN Checkout TV® Network social media ad units could be configured to display the most important shopping items according to local customers’ comments. Audiences can participate via mobile phones, Facebook, Twitter or brand Web sites, and see aggregated results on the Checkout TV® Network screens as well as online. The same template could be used to display essential items for vacations, holidays, barbecues, etc. PRN’s Checkout® Network delivers more than 51 million commercial viewers across 950 supermarkets.