• by Erik Sass , April 16, 2008

Place-based media keeps evolving, with the newest entry to the ring, Evincii, which offers a "Search Engine in the Store" service via a network of interactive digital displays. Beginning with its soft launch a year ago, the first application, PharmAssist, allows shoppers at Longs Drugs to find information about over-the-counter medicines. Vitamin supplements are another likely category for future expansion.

According to Evincii, advertisers have found that the PharmAssist displays lift brand sales by 6% to 18%, while they bump general category sales by 3% to 6%. The interactive displays are relatively easy-to-install "plug and play" boxes that hang at the end of store aisles to avoid taking up retail space. In addition to pharmacies, the company believes the displays are well-suited to supermarkets, department stores, malls and big-box retailers. Although partnerships with national brands are in the works, the company would not divulge details just yet.

Evincii faces some competition in the supermarket category. ShoptoCook operates a chain of interactive kiosks that allow shoppers to browse meal ideas and recipes and print free coupons during their visit.

Recently, ShoptoCook signed a deal with the Reader's Digest Association making it the exclusive provider of food-related content, and allowing RDA to offer advertisers integrated product placements. In addition, Giant Food Stores operates its own proprietary network of interactive Shopping Solutions and Recipe Solutions kiosks. A company called Healthnotes operates Fresh Ideas kiosks, which allow users to brows recipes and tips on fresh foods and health-related products. And a number of companies are also installing interactive kiosks devoted to wine in liquor stores and supermarkets.

On the passive advertising side, in January ShopRite launched a pilot program in 220 grocery stores on the East Coast testing SmartCarts, powered by Microsoft, that use digital screens attached to shopping carts to display advertising based on the shopper's physical location in the store. The SmartCarts can further refine ad targeting with information about the consumer's past preferences and their current shopping list, collected via customer loyalty programs.