Tesco Poland to get advertising screens
Tesco’s hypermarkets in Poland are to get nearly 1500 digital-signage screens over the next few months.
Polish firm Atvertin will install 42-inch displays (as pictured) in 52 Tesco stores, running a 275-second loop of advertising and information.
“In 2009 we hope to sell 15 to 20 percent of airtime in the loop. Breaking even should be achieved in the third year of operations,” said Maciej Dziewolski, Atvertin’s president.
The company believes it can take advertising spend away from both conventional outdoor and television.
Tesco in the UK, however, last year abandoned an advertising-led in-store TV project after it failed to attract sufficient ad revenue, and repositioned the network as a promotional tool.
Atvertin will offer advertisers a planning system with data on the purchasing patterns of some 10,000 of Tesco’s customers in Poland, as well as a production service.
www.atvertin.pl
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