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Consumers not only enjoy watching ad-supported media while they shop, they are often influenced by what they see.
According to a Nielsen Media Research study that looked at in-store media in Albertsons and Pathmark stores, among others, 68 percent of those studied said in-store messages would affect their purchase decisions, writes Adweek. In addition, 44 percent said that they would replace a product they had planned to purchase with one that saw advertised.
The study looked at in-store media provider Sign-Storey, which is now available in 1,300 stores. It gauged overall SignStorey awareness at nearly 40 percent (including consumers who glanced at the screens, listened to messages, or watched intently).
This was Nielsen’s first customized analysis of supermarket data, according to the article.
In-store TV ads tallied nearly $100 million in 2005 revenue, according to research company PQ Media. That marks a 45 percent increase from the previous year.
For a more in-depth look at the topic, see MBP Overview: In-Store Advertising.
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