Point of Purchase Advertising Network

Have you ever gone to a grocery store and came out wondering how your cart got so full of items? You had a list you had to stick to, yet as you walked through the aisles, you couldn't seem to keep your hands off certain items. Grocery stores are one of the most important points for products as that is where the final decision is made...the point of purchase. According to Arbitron-Dinero, more than 70% of buying decisions are made at the point of purchase. In addition, 75% of people go to the grocery store at least once every 15 days, and 85% purchase at the same store. The average time people stay in a grocery store is about 1 hour and 15 minutes, which gives marketers a lot of time to capture the attention of the buyer who is already in buying mode.

The question is, what can be done to impact these shoppers during the most important part of the purchasing process? One of the vehicles that consumers have responded positively to is digital signage. Creating a digital signage system involves building a network of electronic devices such as plasma or LCD monitors, kiosks, projection displays, HDTVs or others. These devices are controlled remotely from a central location, making campaign management easy and offering the ability to immediately change promotions. Digital signage can also be segmented geographically to ensure the message is reaching the right socioeconomic level.

The Point of Purchase Advertising Network was created for the Latin American market in order to meet the need of marketers. It includes the four largest and most important markets in the region, including Brazil, Mexico, Argentina and Colombia, as well as Costa Rica, El Salvador and Guatemala. The groceries in the network include top names such as TV Carrefour, TV extra, Exito and Walmart, among others. The formats differ depending on the country and the grocery store, but in Brazil, for example, 196 chain stores could be penetrated with storewide digital signage, videowall screens and checkout screens. And in Argentina, the network offers 209 stores and especially creative formats such as exclusive interactive screens, perfume circuits, ticket kiosk and stands for recipes. According to Moises Leiferman from Starcom Worlwide, "In-store digital display may work for brands as an element to build the experience in-store, or could also be helpful to resolve consumer barriers towards the product using product demonstrations, comparisons, new ways to use the product, etc." In other words, this is the opportunity to reach and influence potential consumers using digital displays prior to making the final decision.

For more information on the POP Advertising Network, please contact your US Media Consulting representative at 305-722-5500.

Source: www.Arbitron-dinero.com; Q4-Q5 Study

www.usmediaconsulting.com