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62% of consumers who recalled in-store digital media purchased promoted Coca-Cola product .
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YCD Multimedia, a provider of in-store, digital-media solutions, unveiled the results of its work with Coca-Cola Israel at the 2009 Digital Signage Expo in Las Vegas.
Coca-Cola Israel, prompted by a dramatic sales uplift of their drink products when promoted on YCD’s digital-merchandising platform at Aroma Espresso Bars, have incorporated in-store digital media into their entire, below-the-line (BTL) media plan for 2009. Studies conducted by Coca-Cola showed 16% of the population had visited Aroma and recalled its digital advertising for Coca-Cola Zero.
Such levels of aided recall have remained scarce for traditional BTL media. Moreover, 62% of those who recalled the Coke Zero advertising on YCD’s AdScreens at Aroma actually purchased the product, compared to a 41% purchase rate among those who didn’t recall the digital advertising.
Ruth Lurie, the research and insights manager for Coca-Cola Trade Marketing and Sales, said, “Our latest studies clearly show the impact digital advertising has in the world of BTL communications. Further, they prove that such impact may be measured off-premise and as part of a holistic effort to gauge the separate and combined effectiveness of above-the-line and BTL communications.”
Itai Fridman, retail strategic director for Coca-Cola Israel, said, “Coca-Cola’s beverage sales at the test locations increased by 20% during the test period when they were promoted on the YCD|AdScreen.”
Coke is now partnering with YCD to place sponsored AdScreens in outlets across Israel. Fifty percent of the content on the sponsored AdScreens will promote Coke products, while the retailers can promote their own products on the remaining ad space.
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