Mediaedge:cia Sensor Study on In-Store Media

More than one-third of grocery store shoppers say that in-store ads influence them to purchase a new product or try a different brand than they normally use, according to a Sensor Study released by Mediaedge:cia, a leading media communications owned by WPP.The study concludes that in-store advertising in grocery stores can be an effective complement to other forms of advertising. The research was conducted by BMRB International in November 2004 among a nationally representative telephone sample of U.S. consumers.Other highlights of the study include:More than one-third of grocery store shoppers say that in-store ads influence them to purchase a new product or try a different brand than they normally use, according to a Sensor Study released by Mediaedge:cia, a leading media communications owned by WPP.The study concludes that in-store advertising in grocery stores can be an effective complement to other forms of advertising. The research was conducted by BMRB International in November 2004 among a nationally representative telephone sample of U.S. consumers.Other highlights of the study include:44% of grocery store shoppers notice the average in-store ad. The most noticed are end-aisle displays and store leaflets/magazines. The least-noticed are shopping cart ads and in-store TV ads. In addition, more then 75% of those who notice in-store ads are likely to purchase the advertised brand. 51% of shoppers still move through all the aisles in the grocery store, making them a perfect target for exposure to in-store media. But most younger shoppers (aged 18-24) do not follow any specific patterns, making it a greater challenge to reach them. 64% of 18- to 44-year-old grocery store shoppers claim their children influence their brand decision. Different age groups respond to different types of in-store media:Product demonstrations are more effective among older shoppers (55-64)Store circulars and magazines get best response from shoppers aged 45-54Shelf signs are more effective among 25- to 44-year-oldsProduct packaging, checkout counter ads, and ads around store entrances and parking lots get better results with 35- to 44-year-olds."In-store advertising is expanding and serves as an effective complement to other communication efforts in the era of channel-neutral planning," wrote Ayala Cohen, Mediaedge:cia Supervisor, and Fran Kennish, Senior Partner, in a summary of the study's findings."MEC recognizes the need to continually expand our understanding of the role and value of new communication channels, as well as to quantify the impact of these contacts in the context of traditional media options," Kennish said. "To this end, MEC has made a commitment to capture the impact of new communication forms on a global basis."

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