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Wal-Mart and Premier Retail Networks have rolled out a program that places in-store TVs running ads, local news and other content at checkouts, Media Life reports. Nearly 70 percent of Americans will visit one of the retail giant’s outlets over the next four weeks.
The ads are interspersed with news and other content on flat screens placed by checkout counters at Wal-Mart stores. The initial rollout is in Dallas/Ft. Worth, Washington D.C., Atlanta, Houston, Tampa, Phoenix, Denver and Fayetteville-Rogers, Ark. The focus is on items that are available near by and are typically considered impulse buys.
Commercials run in a 12-minute loop five times an hour. TV Guide, Vaseline and First National Bank of Texas are among the initial advertisers. Content partners include A&E, TV Guide, Entertainment Weekly, Oxygen, NBC and Telemundo.
Lead time is four weeks for advertisers supplying their own creative. Customizing segments can take from nine to 12 weeks. For the markets now in the rollout, costs run $80,000 for a spot running five times an hour for a four-week flight, with CPMs ranging from $5 to $12. Flights are typically four weeks.
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