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YCD Multimedia Announces Results of International Coca-Cola In-Store Digital Media Initiative

Posted on: Wednesday, 25 February 2009, 15:20 CST

62% of consumers who recalled in-store digital media purchased promoted Coca-Cola product

LAS VEGAS, Feb. 25 /PRNewswire/ -- YCD Multimedia, provider of smart in-store digital media solutions to maximize retailer sales and profitability, today unveiled the results of its work with Coca-Cola Israel at the Digital Signage Expo in Las Vegas.

Coca-Cola Israel, prompted by the 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 largely unattainable thus far 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 did not recall the digital advertising.

Ruth Lurie, the Research & 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 (ATL) and BTL communications."

"YCD Multimedia's smart technology platform to deliver and manage in-store digital media is bringing an unprecedented level of measurement and accountability to retail promotions and enabling the retail environments of the future," said Barry Salzman, New York based Chief Executive Officer of YCD Multimedia.

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." Impressed by the in-store media ROI versus other media in the campaign, and with YCD Multimedia's digital merchandising expertise, 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 will have the freedom to promote their own products on the remaining ad space. Through test and trial, YCD continues to work in partnership with Coke in search of the digital generation's answer to the Coke fridge, that stroke of marketing brilliance that so effectively achieved the dual goals of sales and branding at retail.

ABOUT YCD Multimedia (www.ycdmultimedia.com):

With its smart onsite digital media solutions, YCD Multimedia enables retailers to realize rapid, measurable returns on investment from in-store digital media. Its end-to-end offering provides professional services and technology to increase profits, optimize product mix and enhance the customer experience. For a decade YCD has led the field in innovation and customized installations for over 1,200 clients on 5 continents. YCD's clients in the retail, hospitality, banking and automotive industries, include some of the world's most recognized brands such as Toyota, Kodak, Hilton Hotels, Cartier, Giorgio Armani, Heineken and Hugo Boss.

Founded in 1999, YCD has offices in the United States, United Kingdom and Israel along with an international network of resellers serving clients around the world.

SOURCE YCD Multimedia

Source: PR Newswire

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