Transcript Slide 1

PML - Out of Home Case Studies
Point of Sale & OOH
Out of Home advertising has the ability to
target consumers at the very time they are
making purchasing decisions.
Point of Sale advertising is ideal for…
-Price/Offer led messages
-Advising of a new product available in-store
-Directing shoppers to where a product is available in-store
-Familiarising the shopper with what the product looks like
-By using a number of point of sale options, advertisers can
communicate with
shoppers at various points during the shopping trip
Out of home media owners have developed formats
specifically to cater for point of sale activity. A s
a result, clients have a wide variety of options to
choose from. These include:
-
Purchase Points / Mall Sites
Adbox
Trolley Bays
Trolley Handles
Citybox
Shopping Baskets
Store Points
Floor Graphics
Petrol Nozzles
Store Points
Trolley Bays
Digital Screens (Square, Tallaght)
Trolley Handles (POP Ads)
Mall Sites
Citybox
Shopping Baskets
Floor Graphics
The Agency Perspective
The last advertising message before a purchase is
often the most powerful. We are all open to suggestion
right up and until the deal is done…….It’s remarkable
therefore that some advertisers fail to compete on
this vital battleground.”
Aidan Greene, Managing Director, MediaVest
Some Stats . . .
61% of Irish adults agree they like to try new food
products. (TGI ROI 2009)
87% travel by car to do their regular shopping
(TGI ROI 2009)
The most popular types of shop are high street or town
centre supermarkets, used regularly by 58% of main shoppers.
(TGI ROI 2009)
Tesco (37%) and Dunnes Stores (20%) are the two most popular
stores for main shoppers (PML Group iQ 2009-10)
Recall of point of sale formats is more than 10% higher
among main shoppers than non-main shoppers (PML Group iQ 2009-10)
46% of main shoppers go grocery shopping between 2-3 times
Denny Foods
Cycle 5, 2010
Campaign Recall of 52% among main shoppers
Source: PML Group Poster Impact 2010
Dolmio Stir-Ins
Cycle 7, 2010
Campaign Recall of 41% among main shoppers
Source: PML Group Poster Impact 2010
For further information on Point of Sale advertising
please contact:
Suzanne Rooney or Pat Cassidy on 01 668 2900