Supermarket Media: The New 'New Media'?
Kanaiya ParekhTesco Media Services
There has been growing interest in supermarket media due its ability to communicate with the consumer in the last ten feet to purchase.
It has even been hailed by some as the new 'new media'. I would argue that it is not new, but has simply become more effective, compared to traditional media. Furthermore, fragmentation of the media market and increasing consumer apathy to traditional advertising has fuelled its growth. Supermarket media's effectiveness lies in its numerous touchpoints with the consumer across their shopping journey, and the ability...