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 AustinINTRODUCTION
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...