In a bid to enhance in-store marketing and capitalize on consumer behavior, Captive Media Marketing (CMM), in partnership with Scala, has developed CMM.LATV, a retail TV network tailored specifically for Hispanic shoppers in Southern California. This innovative approach leverages research by Meyers Research Center, which indicates that 70 percent of brand decisions are made by consumers while in-store, presenting a significant opportunity for targeted advertising.
CMM.LATV aims to address the unique needs of Hispanic grocery shoppers, a key consumer segment in the region. With seven installations already in place, the network reaches over one million Hispanic shoppers monthly, providing manufacturers and retailers a platform to engage with consumers directly at the point of purchase.
Empowering Both Small and Large Manufacturers
CMM.LATV democratizes access to effective in-store advertising by offering affordable rates, allowing smaller manufacturers who may not have the budget for traditional advertising to reach potential customers. Larger manufacturers can leverage their brand recognition to promote specific products and in-store promotions, enhancing their market presence.
Local retailers and service providers also benefit by advertising on CMM.LATV within supermarkets located within a three-mile radius of their businesses, effectively targeting local shoppers.
Expansion and Future Reach
CMM has plans to significantly expand its reach, with contracts to install screens in over 40 additional supermarkets. By 2010, CMM expects the network to engage an audience of more than 12 million shoppers.
Jerry Huffman, President of CMM, highlighted the network’s strategic focus: “We’ve identified a specific segment and uncovered the unique needs that should be addressed when reaching the Hispanic community. By keeping advertising rates reasonable, using proven communication techniques for the Hispanic market, and focusing on advertisers that stand to benefit the most from our network, we see a win-win situation for grocers and manufacturers alike.”
Technological Backbone
The CMM.LATV network is powered by Scala software, enabling a robust, multi-channel, and multi-language digital signage solution. Scala’s platform allows for flexible content placement, whether on individual screens in specific stores or across the entire network. This flexibility ensures that advertisers can tailor their messages to local demographics and preferences.
In addition to advertisements, CMM.LATV features human interest programming, available in both Spanish and English, enriching the viewing experience and maintaining audience engagement.
About Captive Media Marketing (CMM)
Formed from Pre & Press Consultants, CMM has a 15-year history in technical services and now specializes in digital signage for the retail market. The company focuses on innovative solutions, media streaming technology, and premium support to help clients harness the power of captive audience advertising.
About Scala
With more than 200,000 screens globally, Scala is a leader in digital signage and advertising management solutions. The company offers a comprehensive platform for content creation, management, and distribution in digital signage networks and unified advertising management for both traditional and digital formats. Scala serves a diverse client base, including major brands like Audi, IKEA, Burger King, and T-Mobile. For more information, visit Scala.
