Retail TV “may work better for popular products”
Not all products are created equal when it comes to in-store TV promotion, according to new research from Nielsen in Germany.
The study, which tracked consumer awareness of and response to advertising of five products on Neo Advertising’s network in Edeka stores, found that 67 percent of shoppers were aware of the screens, and that they were much more aware of advertising than other content.
But while four of the products did appear to receive sales uplifts of up to 33 percent from the in-store TV spots, “there was no effect for a relatively slow-moving product, nor for a new product in cases where the advertising message’s product identification was too low”, said OVAB Europe, which commissioned the Nielsen study.
“Not all products and/or [advertisement] designs seem to function in the same way,” it observed.
The screens that attracted most attention were those near the checkouts.
There were no significant differences in consumer responses by gender or age, but frequent shoppers were much more likely to notice the screens than occasional visitors.
Oddly, consumers who buy pet food were also much more likely to notice the screens than those who don’t – possibly a response to screen positioning relative to pet products, or to creative executions for the Kitekat cat food which was among the brands studied.
The research was conducted in August across 12 Edeka stores in Neo Advertising’s Supermarkt TV network. More than 1400 shoppers were questioned.
www.neoadvertising.com
de.nielsen.com
ovab.eu
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