One Digital Media (ODM) is recognised as the leading provider of dynamic in-store digital media in South Africa. In the two and a half years the company has been in existence, ODM has managed to achieve resounding results in a very short space of time. Heading up the company are advertising legend Mike Bosman, in the capacity of CEO, and Andrew Ridl, who takes on the responsibility of COO.

To date they have installed over 5 000 screens nationally, with a 98% compliancy on all screens. Judging from recent reports, the company is making huge inroads in the point of sale arena as a sign that it is time to take digital marketing very seriously.

ODM has a massive presence in most Spar and Tops stores, and has installed a huge network of digital screens in 500 shebeens nationwide. It recently rolled out its dynamic in-store digital media cellular solutions into 14 Game and four Dion Wired stores. The interactive digital system allows consumers to actually hold displayed handsets, feel the weight of the phone, and compare the deals that each comes with via the digital screens. The system is easy to use, and consumers like the fact that they are able to educate themselves.

Following the successful launch of these cell towers, One Digital Media has been offered the opportunity to recommend a digital media strategy for the new Game 2010 store of the future.

What Game aims to achieve through the installation of the digital media solution is to provide ‘on-demand’ messaging. The network will be used to complement staff performance in-store, and can also be used to educate and inspire customers in their choices, as well as showcase deals and new product introductions, thereby enhancing sales for Game.

Another big win for ODM is Shell South Africa. With a network of more than 40 000 service stations across the world, Shell, the global energy and petrochemicals company, serves more than 20-million fuel consumers a day. One Digital Media has been signed on to install a digital signage solution in all Shell SA outlets. Based on independent research indicating that digital point-of-sale advertising leads to sharp, sustainable lifts in sales (every brand marketer and retailer's dream-come-true), it is small wonder that Shell has decided to include digital in-store media as part of its marketing strategy.

The Foschini Group is also jumping on the digital bandwagon. It is currently piloting ODM screens in stores for three months, and will implement a national rollout to stores in 2009. The Foschini Group consists of 13 trading divisions, dealing in lifestyle products ranging from fashion, jewellery and accessories, cosmetics, sporting and outdoor apparel and equipment, to home ware. The Foschini Group trades in over 1 200 stores, making it the foremost specialty retailer in South Africa.

Makro is currently piloting ODM digital signage in its Woodmead branch in Gauteng, with a view to roll out to all 13 warehouse clubs in the future, and Milky lane is testing digital signage in three of its stores. Not only do the screens immediately revitalise the stores' appearance, they also reduce perceived waiting time, increase consumer brand awareness and recall, and most importantly, translate into an increase in sales.

The network of digital screens is controlled from a central control room, and can be programmed to display anything from relevant, highly targeted and creative advertising, to store or product information, to competitions and light entertainment.

About One Digital Media

One Digital Media is South Africa’s leading provider of dynamic in-store digital media. To date it has installed over 5 000 screens nationally, with a 98% compliancy on all screens. It provides a world class, cost-effective and centrally-managed media network to brand marketers, retailers and advertising agencies wanting to take advantage of the unique opportunities provided by a Digital Media Network. Its aim is to grow the organisation over an acceptable period of time, as well as look at international opportunities which will further help to gain it market share.