TargetRight Media Limited (TRM) is a media owner specialising in London centric advertising through its network of digital screens located in high-end convenience stores. The target market it focuses on is cash rich locals and the thousands of tourists who flock to Central London every day. Having only been established in February this year, they went live in early June and are currently located across 30 locations.
“There are a lot of big players in the Out of Home (OOH) digital advertising market, but few have ventured into independent convenience stores. We wanted to get involved with something which has huge potential and at the same time helps to serve the community we live in’’, says TRM Director, Mayur Raja.
A recent survey shows that 77% of the shops in the convenience sector are owned and operated by small business owners and 55% of store owners are earning less than the minimum wage. Recent reports also suggest that Sainsbury and Tesco will be changing their focus to growing the number of their small format supermarkets which in turn will also increase the pressure on independently owned convenience stores. TRM’s offering helps boost the shop owners’ earnings by helping them earn an additional income. Javed, owner of Westend Minimart in Holborn says, ‘’We are benefiting in many ways through this partnership. I get paid to have the screen running in my store and for some products advertised and sold in-store I also earn a commission. Moreover, customers have mentioned that the overall appearance of the store and the shopping experience has improved.’’
In addition, for the advertisers, it is a blank canvas which they can use to achieve different marketing objectives. Some of their clients like LycaMobile and Ukash have used it to increase their point of sale advertising as in-store advertising is a great way to turn a subconscious shopper into a conscious buyer. Pizza Express Jazz Club and the YPlan app have used their medium to run branding and awareness campaigns to make potential customers aware of what is on offer in London. They also promote All in London’s free events like The Mayor’s Thames Festival, Trooping the Colour etc. It is also a great way for companies to undertake soft launches for their new products in London.
Advertisers need to broaden their outlook to view this as a great opportunity to be seen by over 600,000 locals and tourists alike each month. Having worked with advertisers directly to prove that the model works,TRM is now looking to partner with media agencies and media buyers to broaden their customer base. Their most recent partnership is with CScreens, which can benefit TRM from unlocking video advertising revenue from the wider poole. ‘’We are excited to have CScreens on board who show a wealth of knowledge and experience working across all digital platforms and commercial opportunities’’, says Mayur.
“We are happy to be working with TRM who have shown willingness to embrace the digital OOH market with an organised content management system in place. This allows CScreens to expand the premium video network reach, optimise campaigns performance and measure this audience for brand advertisers and data sources alike. We look forward to the exciting business development plans for TRM.” says CScreens Director, Robert Hicks.
As part of their corporate social responsibility initiative, TRM also provides a month’s free advertising to registered charities. So far, they have worked with ‘The Sick Children’s Trust’ and ‘Shelter Box’.
Mayur says, ‘’It’s a long road ahead, but we are learning as we progress and hope to have doubled our presence by the end of this year. I’m confident our competitive pricing will help us achieve this.’’
Considering their screens are located in Soho, The Strand, New Oxford Street, Knightsbridge, Notting Hill and similar areas…who wouldn’t be keen on being seen there?
For more information visit: targetrightmedia.co.uk
