Have you ever walked out of a store having purchased a
product you had noticed/experienced for the first time in that store it? It may
be discounted cosmetics that the woman at the counter enticed you into buying
or a set of products offer promoted by posters in the store. If yes, you have
witnessed in-store advertising at work-a medium that has received ample success
the world over, and is demanding renewed interest in India.
Global retail giant has tried and perfected its outdoor advertising
formula. Through its medium, an in-store TV network meant to grab consumer
attention through effective advertising has a potential audience of more than
127 million shoppers a week. Of course, these numbers are dependent on the
company's huge investments in TV screens at its outlets. However, advertising style
of programming the content, flawlessly blending paid advertisements with news,
weather and entertainment content is what makes the medium a success. The
company has created eight channels including health and beauty, style,
electronics, fresh food, entertainment, grocery and news, to reach different
segments of customers.
The big question is why has big ones found this medium
viable? Metro Advertising allows ads
to tap customers in high numbers that are already open to a purchase and
looking for a good deal. By making ads shorter and by conveying the price
advantage/quality benefits/offers on their products, retail and DMRC brands can
effectively leverage their offerings over their competitors. This means crisp
10-15 second ads as opposed to 20-30 second ones. Along with this, there is a
unique opportunity to induce touch-and-feel of products among consumers.
In the past, brands advertising on the big companies’ radio
channel have gained a favourable edge over others since the channel was
broadcasted at huge network of outlets. By being relayed at malls in India was
able to reach an excess of three million people a month or 40,000 shoppers on
weekends. The company paid prices per month to every store that played the
channel.
However, for retails store, efforts at in-store advertising
did not end here. Big store has a huge array of in-store advertising options
for Internet Mobile Advertising,
such as its monthly in-store magazine named My World, window displays,
ceiling-high wall banners, kiosks, television screens and radio. A television
channel, Future TV, is expected to feature ads interspersed with programming in
the company's malls. Other marketing agencies are experimenting with store
shelves that are positioned or designed to recommend certain products.
The interest in in-store advertising is justified by
estimates that suggest that in-store ad revenues may be as much as 15% of a
mall's total revenues. In non-metros and Tier 2 cities, the number of shopping
centres and malls is on the rise, creating immense opportunity for retail and DMRC
Advertising looking to raise sales. By coupling these factors together,
industry experts have pegged ad spend in 'retail advertising'. Indeed, this
space is shaping up to attract much more than below-the-line ad spends and has
become the fifth-most significant medium after TV, print, radio and OOH.
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