In-store media advertising still riding a high
Advertising via in-store media is still on the rise, growing by at least by 30 per cent this year, as local brands seek the right channels to engage directly with customers and appeal to them to make a purchase, according to dunnhumby (Thailand), a leadin
Teeradet Dumrongbhalasitr, head of the Connect Media unit, said yesterday that the drop of 43.1 per cent in in-store ad spending from Bt786 million to Bt447 million in the first six months was due to a change in Nielsen (Thailand)’s database.
"This year, our parent company changed our global policy about data contributions to third parties, for confidentiality reasons, so we have to discontinue reporting our in-house data to the research firm," he said.
Including its in-house date from all Tesco Lotus stores, in-store advertising would see a 33-per-cent increase from Bt786 million in last year’s first half. This figure also excludes Big C stores.
Besides in-store media’s benefits, it was also a cost-effective channel to reach targeted buyers.
"With the right strategy, in-store media can navigate, engage consumers who visit each store and stimulate them to eventually make a purchase," he said.
"Having seen customers respond so well to engaging, relevant media within the stores, we are now extending this approach to the non-sales floor areas of 170 Tesco Lotus stores covering the hypermarket, extra and department store formats," he said.
Non-sales floor areas include building banners, billboards, stopper bars at security checks, parking spaces and walkways.
James Merritt, managing director for South East Asia at dunnhumby (Thailand), said the company aims to triple its revenue this year.
Teeradet said the revenue increase would be driven by both strong current advertisers in health and beauty products and fast-moving consumer goods and new clients, particularly from the automobile and real estate industries.
"Due to the strategic location of Tesco Lotus stores, those new advertisers from carmakers and real estate developers now want to use our location-based advertising as complements to other main media like TV and print," he added.
