TROUTDALE, Oregon: It seems US consumers prefer 'traditional' shopping promotions such as product samples and coupons to instore TV or video displays.
A recent survey by researcher TNS Sorenson of cereal promotions showed instore sampling, package ads, coupon dispensers, fliers and end-aisle displays appealed most to shoppers.
The least influential promotions were ceiling ads, instore audio and floor ads. While most of the newer media - including cart ads, instore TV, video displays, checkout-lane ads and entryway ads - came well down the list of the 19 media surveyed.
TNS Sorenson claims these preferences, via consumer surveys, are evident across many other categories.
James Sorenson, evp retail and shopper insights, argues that relevance is key to the performance of all instore media.
He adds that a lot of newer instore media are poorly sited because the best location to attract a shopper's attention is about 40 inches above the floor, not on the floor or dangling from the ceiling.
According to a report last year from the Grocery Manufacturers of America, shopper marketing is becoming increasingly important to packaged goods producers.
That study, carried out by Deloitte Consulting, estimated that manufacturers spent eight percent of their marketing budgets on shopper marketing. However, that figure could rise to over 35% if all forms of trade promotion are included.
Data sourced from AdAge.com; additional content by WARC staff