Out-of-home marketing company Channel M today released the results of a Nielsen Company study illustrating how its custom video advertising networks can drive substantial increases in retail sales. GameStop TV, a customized in-store network produced by GameStop and Channel M, increased retail sales of advertised products available in GameStop by 19 to 36 percent in the locations where it was shown, according to the results of the Nielsen Company Pilot Study of GameStop’s Digital Network. The study also found that other products featured within the GameStop TV program and available at GameStop, also enjoyed an average sales increase of 20 percent.
According to the Nielsen results, 65 percent of all store visitors watch or listen to the in-store programming and 72 percent of the store’s audience is male customers between the ages of 12 and 34, a coveted but often elusive consumer demographic for retailers and advertisers.
The GameStop TV network includes more than 4,000 retail stores where engaged viewers watch high-energy compelling content in store. The Nielsen study also revealed that almost 90 percent of 12-34 year old customers find the topics and products featured in the program interesting and 79 percent of viewers recalled one or more of the ads featured in the program. The study also found that GameStop TV viewers spent 52 percent more time in the store versus non-viewers.
“The Nielsen data reflects the many ways in which Channel M’s video programming integrates advertising into original content that engages and entertains customers and effectively increases sales,” said David Teichner, CEO of Channel M. “Modern consumers are flooded with advertising and marketing messages, but these numbers show us that Channel M’s custom programs cut through the noise and help retailers forge meaningful connections with their customers.”
In 2007, Channel M grew its network of retailers to more than 20,000 US locations. In addition to its work with GameStop, Channel M established ecko TV, an in-store television network for the vanguard fashion brand and worked with children’s fitness facility MyGym to develop relationship marketing partnerships with leading children’s brands. Channel M is the largest provider of out-of-home video in North America. The company produces award-winning, cutting-edge video content that engages and entertains each demographic specific to its retail and lifestyle venues. The company’s growing network of channels provides marketers the ability to reach a variety of demographics with television advertising, in-store signage, product integration and national promotions. Channel M’s network includes 20,000 locations. Currently, Channel M is offering marketers access to 7,500 locations with monthly traffic of over 100 million. For information: www.channelm.com