In-Store Media Is Growing Faster than Internet

Retailers and package-goods marketers are shifting hundreds of millions of dollars to shopper marketing, doubling their expenditure in the past three years alone, the latest research says. A draft of the new study by Deloitte Consulting, obtained by Advertising Age, reports that shopper marketing is growing at a faster rate than Internet.

‘The growth comes despite the fact that marketers have yet to figure out how to define, measure or administer their shopper-marketing efforts,’ says the report. ‘The study finds shopper marketing has grown from 3% of the overall marketing budgets of the 19 package-goods manufacturers surveyed in 2004 to 6% this year. The manufacturers expect it to reach 8% of marketing budgets by 2010.’

Although , according to the report, “There is wide-ranging debate across the industry on what comprises shopper marketing,” digital signage (or in-store TV, as AdAge puts it), is definitely part of this media, that also includes floor or shelf ads as well as in-store static signage and displays.

More good news for us, digital signage vendors… Should we finally brace ourselves for the long-awaited tsunami of ad dollars?

Add comment September 26th, 2007