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

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


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands