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Consumer See, Consumer Buy

  • Adweek, Wednesday, August 30, 2006 1 PM
Consumers seem to like watching ad-supported media while grocery shopping, and their buying decisions can be swayed by the messages. A Nielsen Media Research study that examined in-store media reports 68 percent of those surveyed say in-store ads would sway buying decisions--and 44 percent say they would swap a product they had intended to buy for one advertised on an in-store network SignStorey. The research, Nielsen's first customized analysis of supermarket data, gauged overall SignStorey viewership at close to 40 percent. And that represents about 22 million shoppers. Says SignStorey CEO Virginia Cargill: "Retailers get a halo effect, since they're viewed as being modernized."

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