Digital is poised for growth over the next year
Digital media is a driving innovation and ad spending across many
categories, but one area where it has yet to make a major impact is at
supermarkets.
The big reason has been cost. It takes a large investment to set up a
digital advertising network, and so supermarkets have largely held off
on embracing them.
That is about to change, however.
Over the next 18 months digital advertising availability will go from
about 40-50 stores across the country to more than 300, according to
one industry estimate.
The new digital options include screens near checkout lines that run a short loop of advertising content.
These screens are in addition to other in-store methods that have
been around for years, such as ads on the back of register receipt tape,
print ads on shopping carts and basic signage near entrances.
To find out how to get your client at supermarkets, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
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