In-Store Video Advertising Effectiveness: Three New Studies Provide In-Market Field Data

Mark Yi-Cheon Yim, Seung-Chul Yoo, Brian D. Till and Matthew S. Eastin

The current study explores the impact of in-store video advertising, which has been developing quickly but has been little researched.

In-Store Video Advertising Effectiveness: Three New Studies Provide In-Market Field Data

Mark Yi-Cheon Yim and Seung-Chul Yoo

University of Texas at Austin

Brian D. Till

Loyola University, Chicago

Matthew S. Eastin

University of Texas at Austin

INTRODUCTION

As traditional media struggle to adapt to increasingly fragmented audiences and changing consumption patterns, out-of-home (OOH) advertising is taking an ever-larger share of marketing dollars. According to TNS Media Intelligence (2008), U.S. outdoor ad spending increased 4.9 percent (to $4 billion) in 2007, whereas average ad spending overall rose only 0.2 percent. Many analyses report that the growing uses of digital...

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