
About that, why advertising in the place of purchase (Zabka Ads, MediaMarkt) is surviving on attractiveness to markets and how it influences the strategy of reaching to consumers, tells Marta Zielonka, Programmatic & Retail Media Investment Lead in Publicis Groupe Poland.
What makes that retail ads, such as Frog Ads, can be attractive to markets?
The advertising areas in shops from always have been very attractive to markets, because of the closeness to the moment of making a purchase decision by the consumer. The study conducted in 2024 year by YOTTA by Publicis Groupe shows, that under the impact of advertising in stationary stores 12% of consumers change their purchasing decisions, 15% are willing to increase their purchase, a 18% buy a new product, which they had not purchased before. Advertising at the place of purchase has therefore a real impact on sales.
The change, which we have observed in last years, is the ability to use knowledge about buyers to target advertising. The data, which is available to Retailers, for example Jabka, allow interesting analysis of consumer behavior, a based on inferences – on selective selection of time, media or location of emissions advertisements, to optimize the cost of reaching the potential customer.
What advertising formats are best performing in stores such as Żabka or MediaMarkt?
All depends on the purpose, which the advertising is to achieve. Much has been said lately about that advertising at the place of purchase can not only affect sales, but affect widely – also on building awareness of new products.
From the YOTTA* study, it appears that in store consumers discover new products through promotions, exhibitions in-store, or demonstrations/tastings of products.
An important role is played by mobile applications of shops – for example in the food industry almost 38% of students discovered a new product in the mobile application of their store. Note there are also screens in stores – 10% of consumers thanks to
advertisements on this media the product, which they later purchased.
These are general conclusions from a study conducted on
14 categories of products, but there must be remembered, that shopping behaviors differ between categories, so and the
effectiveness of formats can differ.
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Do you see the potential in personalization content in retail ads, similar as in advertisements online?
Advertising online, from the reported use of the internet, usually travels to one user, who at a given time is using a device (laptop or phone). If we are talking about advertising in stationary stores, we must remember, that these media transfer to many people at one time – to all visitors of
the store or passing a media. It’s hard to talk then about personalization, a rather about
matching the message to context, time, place or shopping opportunity .
What other, when we
talk about advertising on an internet store – then personalization is as possible and advisable – for example by suggesting products based on the previous purchases of the user.
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Whether this form of advertising is not a way to ominate intermediaries (e.g. portals industry, social media, owners of advertising media ) in advertising products available in shops?
Advertising in place sales is a way of reaching people, who are very close to making a purchase decision, at the time when they are already in the store (stationary or online). Advertising in media – on television, radio or on-line – gives much widened opportunities to reach, a so to get new consumers – to build the brand image, building awareness of the product, realizing the need and finally igniting consumers to visit the store. These areas do not exclude, but complement each other.
What does.more, modern Retail Media Networks, allow to combine both of these worlds – usingshoppingfromstationarystoresorinternet,canreachwithadvertisingtoconsumersonsocial networks,portalsoronConnectedTV.
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