Blue Media's digital fridge aims to boost ad revenue

Blue Media's digital fridge aims to boost ad revenue

Blue Media Communications Co, a subsidiary of Index Creative Village Plc, has introduced a digital transparent refrigerator, a new in-store media solution, to cash in on high media demand in the digital era.

Blue Media managing director Buraphakorn Musiksinthon (left), LG Electronics (Thailand) managing director Yeon Ho-jung (centre) and chief executive of Index Creative Kriengkrai Kanjanapokin at the launch of the digital fridge.

Managing director Buraphakorn Musiksinthon said Blue Media has allocated around 100 million baht to develop 200 of the fridges, the first of their kind in Thailand.

This innovative refrigerator not only keeps its contents cool but also has an in-store media function, advertising products and brands and stimulating consumer purchasing power.

A survey by Blue Media showed that more than 75% of consumers who saw the advertising at the point of sales from this new in-store media will make a purchase, although these products did not appear on their wish list.

Customers have time to remember details about the product, price or promotional campaign. In the same way, they can touch and test by themselves. This is why in-store media is growing each year, particularly digital outdoor media.

This media invention combines a multipurpose product shelf and media display. Brands should know how to make use of this digital refrigerator and do marketing campaigns with consumers via their online networks, said Mr Buraphakorn.

He said this kind of in-store media can generate revenue from two areas — rent of media space on the fridge, and joint ventures with brands.

All 200 digital refrigerators will be installed at major retailers such as Tops Supermarket, Big C and Tesco Lotus nationwide.

The refrigerators will focus on beverage and health and beauty clients, who have high marketing budgets to communicate with consumers and comply with strict regulations.

"We aim to be the world's largest media network of digital refrigerators," said Mr Buraphakorn, adding that the firm is collaborating with LG Electronics.

The company will introduce this prototype in-store media to Malaysia and Indonesia by year-end.

Blue Media expects to boost revenue by 150% this year to 120 million baht thanks to the proliferation of digital media.

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