VNU's new baby NielsenConnect, which collates information from the company's worldwide media and marketing research units [WARC News: 30-Nov-06], is to launch a global in-store measurement service next year.
Partnering with the In-Store Marketing Institute, NielsenConnect will measure how consumers are influenced by in-store TV and radio, shelf talkers, digital signage and other point-of-purchase displays.
VNU says these devices between them comprise the sixth largest advertising vehicle in the US, with an $18.6 billion (€13.9bn; £9.4bn) spend in 2005.
George Wishart, newly-appointed global managing director of Nielsen In-Store, claims the service will "provide the advertising, media and retail industries with a new currency standard that can increase the efficiency of the media buying and selling process".
Laura Desmond, ceo for the Americas at Starcom MediaVest Group, comments that in-store marketing is "a critical communications device [which] deserves a seat at the table".
The service is to be trialled in early 2007 and made widely available in the US later in the year, with global roll-out to follow.
Data sourced from Adweek (USA); additional content by WARC staff