Last spring, Starlite Digital began rolling out its national network of “intelligent” digital video screens at supermarkets, big box retailers and drug stores. The company says it is capitalizing on the close relationships built with these sectors by its sister company, Starlite Media. Dave Kelshaw, Starlite Digital’s Chief Digital Officer, recently revealed more details about the company’s plans to Mel Stott.
What’s the latest on the rollout of Starlite Digital’s network of “intelligent video screens”
We’ve deployed a sizable first phase of our network across the NY DMA and we’re now planning the next stage. Starlite is increasing its footprint in New York, and deploying in other DMAs, such as LA and Chicago. We expect this next phase to be in place within the next 3-4 months.
Where are Starlite digital signs located, and how many people do they reach?
Our network of screens is now operating in the NY DMA across the tri-state area (NJ, NY and CT). According to our audience analytics provider, we get over 40 million monthly impressions.
What do you mean by “intelligent video screens?”
Starlite screens have the ability to measure the effectiveness of different versions of creative for brands and agencies through our anonymous audience analytics platform. We also gather anonymous demographic data, such as age and gender, as well as other audience attributes such as mood.
What brands and agencies like is that we can give them access to real-time data. They use it to monitor creative engagement levels, such as average attention and dwell time. This platform also allows our retail partners to assess footfall levels and to have an understanding of when their busiest times may be.
Starlite Digital intelligent video screens
What is your relationship with Starlite Media?
We are part of the same company and share expertise and resources. We’re very much one company but with some differing skill sets in different areas.
How do you measure your audience, as well as campaign effectiveness for advertisers?
We measure screen audience via our audience analytics platform. We’re also talking with a number of other providers to accredit our formats and locations to better understand our audience.
As far as ad effectiveness goes, we have done a number of successful match panel tests.
We have performed sales uplift tests across all of our formats, and the results have returned a lift of between 15% & 146% (Some of our 3rd party research partners include Nielsen, MASI, IRi, Retail Diagnostics).
We will soon be releasing the results from our most recent test with Nielsen and a major national advertiser. That test showed impressive results for our at-store digital signage network, in comparison to how other media performed: digital, TV and even in-store media.
You mentioned recently that you were planning to implement artificial intelligence functionality that will ad campaigns in retail and improve ad relevance for consumers. How far off is this AI implementation?
We are still in the early stages of scoping this out with our retail partners and also our AI partner. We’re hoping to release more information in Q4.
Who are some of Starlie’s leading repeat advertisers?
Naturally, CPG brands are returning to do business with us as our screens are located at the final footstep before a purchase and can influence consumers directly. We’re also seeing repeat business from the likes of telecoms, entertainment and local businesses.
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