IN STORE MEDIA
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Kyle Kaster and Chris McLaughlin
Introduction
79% of consumers who try a sample will buy the
product if they like it and need it.
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70% of purchase decisions are made in the store.
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Merchandizing and in-store demonstrations are
the number 1 on-site marketing programs for
product introductions.
.
Introduction
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In-store media is not usually utilized unless the
product being sold is distributed in a chain
store that focuses primarily on grocery stores
and tech savvy stores such as Fry’s and Comp
USA.
Media Agencies That Specialize in In-Store
Media
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Multichannel Retail Solutions
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They specialize in:
Virtual Shop Windows
 Plasma Video screens
 Advertising Displays
 Personal Shopping
Assistant
 Tracking and Analysis of
consumer behavior
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Eye Capture
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They Specialize in:
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Digital signal displays
Multichannel Retail Solutions
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The virtual shop Window A new vehicle on the traditional shop window used
by retailers in the shop windows that attracts people walking by the store. What
makes this vehicle special stems from its interactive and dynamic contents. It
has the ability to carry several products and services compared to a static
window display, and customers interact with the contents and control the info
displayed on a 24-hour basis.
Plasma Video Screens give a retailer’s store more visual and aesthetic appeal
and it allows for shoppers to be exposed to branding and product-promotion
messages.
Advertising Displays are thin LCD panels that were calculated to replace the
poster format displays commonly used among retailers to promote the current
top offers in the store. These displays differ from the poster because their
content has the ability to be changed allowing the retailer greater flexibility in
changing the promotional price.
Multichannel Solutions
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Personal Shopping assistant
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It is a wireless touch screen device that the shopper attaches to their shopping cart as
they enter the store. The system tracks the shopper’s movement throughout the store
and reacts to his or her location by bringing up relevant promotional items, coupons, and
special offers.
PSA helps guide the shopper through the store based upon their shopping list.
PSA can be used to self-scan items for quick checkout.
It can be used to track current balance so shoppers don’t go over their budget.
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Eye Captare
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Digital Signal Displays
The features of these displays are: total all- in-one solution for display of digital
signage and dynamic media, steel sub-structure and ballast for strength and
stability.
Operated at 120 volt line via standard plug.
Contains controller with real-time clock to turn on and off.
Allows device to recover from power failures in the correct state of operation.
Prices range from 8 to 13 thousand dollars depending on the unit.
Models are the MPD-V1A, MPD-H1A, MPD-V2A, and the MPD-H2A.
Sizes range from 61 to 68 inches in height and 31 to 47 inches in height.
In Store Floor Ads
agencies that do floor ads

Newsamerica
 www.Newsmamerica.com
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Floorgraphics
 www.floorgraphics
.com
Newsamerica floor ads

These ads can be found on the floors of all
major drug and grocery stores across the nation.
 The exposure to the consumer is limitless due to
the unlimited in-store placement, as well as
cross merchandizing opportunities.
 The pricing ranges depend on how many
supermarkets your ad is being placed in.
Newsamerica Floorad prices
Space Rates per Store
Tier 1
National Buy...........$37
Tier II
Full-Market Buy
.......................$49
(50% or more of network)
Tier III
Full-Market Buy .....$52
(Less than 50% of network)
Tier IV
Chain-Specific Buy ..... ......$54
(More than 1,000 stores)
Tier V
Less than Full-Market/Chain Buy
.....$63 (Under 1,000 stores)
Newsamerica floorad Production Rates
Standard-Sized 36" x 24"
Standard-Sized Die-Cut
Standard-Sized Glitter, Chrome,
Hologram
Standard-Sized Die-Cut Glitter,
Chrome, Hologram
Standard-Sized Neon
Standard-Sized Die-Cut Neon
Over-Sized 48" x 24"
Over-Sized Die-Cut
Over-Sized Glitter, Chrome,
Hologram and Neon
Super-Sized 48" x 36"
Super-Sized Die-Cut
Super-Sized Glitter, Chrome,
Hologram and Neon
Fixed Production
Digital File
$5,632
$6,682
$7,114
Variable Rate
Per Store
$18.08
$18.08
$23.68
$8,164
$23.68
$5,985
$7,035
$6,119
$7,248
Custom
$18.54
$18.54
$24.21
$24.21
Custom
$6,725
$7,959
Custom
$29.95
$29.95
Custom
Media Cost Comparison
In Store coupon dispenser
by newsamerica
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These are the red dispensers that a shopper will see on
the aisle of the grocery store.
Includes a four week cycle, which stores it’s placed in and
the cost of the total outcome
Newsamerica makes most of their revenue from the money
that’s left over.
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Sales Lift +28%
Audience 70.4 million households
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Impulse Purchase Rate 58%
Rates for Coupon Dispensers
Space Rates Per store
Production rates
Tier I National Buy.......$59
Tier II Full-Market Buy
....$79 (50% or mo re of
network)
Tier III Full-Market
Buy..$85 (Less than 50%
of network)
Tier IV Chain-Specific Buy
..$92 (More than 1,000
stores)
Tier V Less than FullMarket/Chain Buy ..$98
(Under 1,000 stores)
Standard Riser Card
SSCM Sma rtWrap
with Riser
Die-Cut
SSCMSmartW rap
SMwith Riser
Extra Coupon
Bundles
Fixed Production
Digital File
$3,750
$5,619
Variable Rate Per Store
$5,855
$5.85
$2.25/bundle
$1.60
$5.61
Shopping Carts Seats
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FanFare Media and newsamerica both specialize in this type media.
Shopping carts allow the shopper to view an advertisement on the child’s seat
the moment they walk in the store.
The advertiser has the choice of what percentage of the shopping carts in each
store they want to have their ad placed.
This percentage they decide upon stays consistent throughout the six-month
period that they buy.
The dimensions of the ads on the seats range from 8 by 6 inches on the front
to 8 by 11 on the back.
The audience is 135 million, the reach is 67.9% and the frequency is 7.0
times/cycle.
The impressions are 967 million/cycle.
Rates for Cart Seats
Space Rates per store
Production Rates
Variable Rate
Per Store
Carts
Extended Life
Fixed
Production
Digital File
$3,390
$6,800
Tier I National Buy.......$54
Tier II Full-Market Buy .......... $72
(50% or more of network)
Tier III Full-Market Buy.....$77
(Less than 50% of network)
Tier IV Chain-Specific Buy ...$82
(More than 1,000 stores)
Tier V Less than Full-Market/Chain
Buy .....$89 (Under 1,000 stores)
Glitter, Chrome, Neon
Custom
Custom
3D Lenticular
Custom
Custom
3D Raised
Custom
Custom
$7.70
$12.20
News america pricing and production rates for 2003-2004
In-Store radio

In-store radio is a broadcast for a particular advertiser that
is played over the entire store
 They are digital satellite technology the delivers the
advertisers message on an average of 12 times daily from
opening till closing.
 In-store radio runs on a time frame of a four week cycle, 13
cycles a year, and the market can be local or national.
 The sales lift generated by in-store radio is +8.6%, the
audience averages 95.8 million, the reach equals 46.6%,
the frequency is 6.3 times per cycle, and the impressions
are 606 million per cycle.
In-store radio rates
Tier 1
Tier II
Tier III
Tier IV
Tier V
National Buy
Full-Chain Buy
(50% or more of Fo od &
Drug Network
Full Market Buy
(Less than 50% of Food &
Drug network
Market-Specific Buy
(Entire Food
Chain/Division)
Market-Specific Buy
(Less than entire fo od
chain/division
$26
$31
$34
$38
42
In-Store Demos or samples
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Benefits of:
 Reaches consumers at the point of purchase
 Gains product trial among interested consumers
 In-store demonstrations and sampling give consumers interaction with
the product before the purchase
 Provides the marketer with an opportunity to give a one-on-one sales
pitch to key consumer prospects
 Coupons are a great incentive to close the sale when sampling and
demonstrating-helping to guarantee the essential first-purchase.
 In store demos vary in cost, but a reasonable estimate would be around
$125, plus the product..
Study done on In-store Demos
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A current survey by the Food Marketing Institute suggests that 400 shoppers
per day visit the average supermarket.
A separate study revealed that fever than half of the store’s shoppers actually
try a demo product.
The shoppers revealed that they were pressed for time, unsure if they’d like it
or were in the store before or after the item was sampled.
Based on an average value coupon or other buying incentive, approximately
10% or 40 shoppers of the 400 shoppers studied bought the product.
Of the 40 shoppers approximately 10% or 4 shoppers will return to the store to
buy the sampled product without any incentive other than the fact that they or
their family like it.
In store demos vary in cost, but a reasonable estimate would be around $125,
plus the product.
Assuming this average, the cost to add each of these four shoppers would be
about $37.50.
THE END