INTRODUCTION | 3 |
EXECUTIVE SUMMARY | 4 |
MAIN REPORT | 9 |
1. The Growth of Retailer-Owned Media | 10 |
1.1 The Media Explosion | 10 |
1.2 Why Use Retailer Media? | 11 |
2. Digital POP | 14 |
2.1 In-Store TV: a Hot Topic | 14 |
2.2 Proliferating Screens and On-Going Trials | 16 |
2.3 Digital POP is Not TV | 18 |
2.4 Content and Timing of Ads | 19 |
2.5 Screen Arrangement and Positioning | 21 |
2.6 How to Use the Screens: The Call to Action | 23 |
2.7 Different Categories and Brands | 25 |
2.8 Plasma Screens and the Shopper | 26 |
2.9 Research and Evaluation of Digital POP | 27 |
3.Co-ordinating Retailer Media | 30 |
3.1 Which Product, Which Media? | 30 |
3.2 The Case for the Co-ordinated Campaign | 31 |
3.3 The Retailers Integrated Media Services | 33 |
3.3(1)Tesco Media Services | 34 |
3.3(2)Asda Media Centre | 36 |
4.Important Issues | 39 |
4.1 The Costs of Retailer Media | 39 |
4.2 Supplier/Retailer Collaboration, or Pressure and Conflict? | 41 |
4.3 The Supplier Viewpoint | 43 |
4.4 The Role of the Media Agency | 46 |
4.5 Putting the Shopper First | 47 |
5.The Major Retailers | 51 |
5.1 Tesco | 51 |
5.2 Asda | 54 |
5.3 Sainsbury | 56 |
5.4 Morrisons | 58 |
5.5 Spar | 58 |
5.6 Other Retailers | 59 |
6. The Future | 61 |
6.1 Evaluating Retailer Media | 61 |
6.2 Looking Ahead: More Retail Media and Total Media Integration | 62 |
Published: January 2005
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