Pioneering Digital Advertising in Hospitality
Stonegate Pub Company, the largest pub owner in the UK with over 850 locations, including renowned brands like Be At One, Slug & Lettuce, Popworld, and Walkabout, sought to create a digital advertising network that would not only generate revenue but also enhance the customer experience across their diverse range of venues. With a vision to connect with nearly 100 million annual guests in new and innovative ways, and with the digital retail media sector projected to be the fourth-largest channel globally (WARC) and experience 25% growth in 2023 (GroupM), Stonegate partnered with LDSK and Alight Media to launch the groundbreaking Mixr Media platform.
The Challenge: Balancing Scale, Brand Identity, and Local Relevance
Stonegate faced the unique challenge of managing a vast network of 4,500 digital screens across their 850 pubs. This required a solution that could:
- Scale Effectively: Handle content delivery and management across a large and diverse network.
- Maintain Brand Consistency: Ensure that each pub’s unique brand identity is preserved while aligning with the overall Stonegate brand.
- Empower Local Pub Managers: Provide tools for personalised content creation that resonated with local patrons and reflected the unique atmosphere of each venue.
- Maximise Revenue: Develop a platform that could effectively monetise the network and deliver targeted advertising experiences to maximise revenue potential for suppliers and above-the-line media brands.
LDSK's Expertise: Optimizing Content Delivery and Engagement
LDSK’s technology was central to Stonegate’s digital transformation, seamlessly integrating with their existing CMS to supercharge in-store screens. Their intelligent platform leveraged Stonegate’s first-party data and data-driven insights to deliver hyper-targeted content and ads, ensuring the most relevant promotions and opportunities reached the right audience at the right time, maximizing impact and value for advertising partners.
My Brand Canvas: Empowering Local Managers to Create Engaging Content
A key component of LDSK’s solution was My Brand Canvas (MBC), a user-friendly platform designed to empower pub managers to create localised content while maintaining brand consistency. With MBC, Stonegate provided pre-designed, on-brand templates that allowed pub managers to easily customize promotions, events, and special offers. This not only saved time and resources but also fostered a sense of ownership among local teams.
MiXR Media: A Data-Driven Advertising Powerhouse
In partnership with Alight Media, Stonegate launched MiXR Media, a digital media network and app that revolutionised how brands connect with pub-goers. MiXR Media leverages Stonegate’s first-party data and LDSK’s optimisation capabilities to deliver hyper-targeted advertising campaigns based on specific times, occasions, locations, and even individual preferences. This level of personalisation results in increased engagement and a more relevant experience for customers.
Results: Transforming Hospitality Advertising
The successful implementation of the MiXR Media platform, powered by LDSK’s innovative technology, has yielded impressive results for Stonegate:
- Unmatched Reach: MiXR Media is the largest digital ad network in UK hospitality, reaching a massive audience of nearly 100 million annual guest visits.
- Increased Revenue: The network generates significant advertising revenue from both local and national brands.
- Enhanced Customer Engagement: Personalized content and targeted ads have elevated the customer experience in Stonegate pubs.
- Streamlined Operations: Centralised control and automated processes have increased efficiency and reduced manual effort for Stonegate.
Conclusion
Stonegate’s partnership with LDSK and Alight Media has redefined the possibilities of digital advertising in the hospitality industry. By leveraging cutting-edge technology and a data-driven approach, Stonegate has not only created a new revenue stream but also enhanced the customer experience and solidified its position as a leader in innovation. Together, they have demonstrated the immense potential of digital signage in the hospitality sector, setting a new standard for engaging and personalised experiences for both customers and advertisers.
Are you ready to transform your digital screens into a powerful advertising platform that drives results? Lets talk about how LDSK can help you achieve your goals.