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IBN Targets Media Buyers with Duane Reade In-Store Ads

In-Store Broadcasting Network (IBN) is trying to sway New York media buyers and planners by installing TV advertising in Manhttan’s Duane Reade chain of drugstores, Ad Age reports.

IBN will bear the costs of the multimillion-dollar in-store marketing system of LCD screens in the 241-location drugstore chain. IBN is in the middle of a similiar rollout with Kroger where it is also footing the bill of installing the network. At Duane Reade, IBN will first install its network at newly remodeled stores, including locations at Times Square, 52nd and Park Avenue, and 34th and Fifth Avenue.

The question that remains to be answered is whether or not Duane Reade is the best place to reach advertising decision-makers. Luxury and high-end brands likely will steer clear of advertising on IBN’s network in Duane Reade. “We want to get out there in front of the agencies, and they are right there in NYC, and they live a different lifestyle and don’t necessarily go grocery shopping,” said Lon Von Hurwitz, exec VP of business development at IBN.

In-store advertising has been heating up recently. 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.

In-store TV advertising seems like a natural progression from in-store audio advertising which has had success. According to an Arbitron study, 55 percent of shoppers recall in-store audio advertising heard while shopping and 57 percent think its an acceptable form of advertising.