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In-Store Video Ads A Hit With Shoppers

  • Adweek, Wednesday, August 30, 2006 1:15 PM
There's good news for marketers that advertise on in-store videos in grocery stores. New research shows that shoppers like watching the ads and are likely to be influenced by them. The study, conducted by Nielsen Media Research, examined in-store media developed and placed by Fairfield, Conn.-based SignStorey. Results revealed that 68 percent said in-store messages would sway their product purchasing decisions, while another 44 percent said they would swap a product they had intended to buy for one advertised on SignStorey. Overall, viewership was listed at close to 40 percent. That figure represents about 22 million shoppers, including consumers who briefly glanced at the screens, listened to messages or watched intently for extended periods. "In-store television is maturing as an advertising medium," says Beth Corbett, vp of New Media Services for Nielsen. Research house PQ Media estimates that in-store TV ads tallied nearly $100 million in 2005 revenue, a 45 percent increase from the previous year.



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