According to the Outdoor Advertising Association of America, OOH advertising is now a $29 billion market in the US and is responsible for approximately 6 percent of the $500 billion global advertising spending, outweighing TV advertising. Its revenue is expected to grow by 3 to 4 percent per year over the next five years to reach $33 billion by 2021 in the US.

As part of its increasing importance in the media mix, OOH market share has increased from 8 percent to 10 percent of traditional media advertising spending, which includes TV, print, radio, among other categories. Given the fragmented viewing habits of consumers and the fact that they are always on the move, it’s no surprise that OOH media is playing a more important role in media plans.

Supermarket advertising is one type of OOH media and refers to out of home media placement in the supermarket arena. Given the hyper-local aspect of this particular media, local and regional business utilize this media often so they can target shoppers in a specific zip code or DMA since those are the prospects most likely to utilize their services. National advertisers, specifically CPG brands, use this media since the advertising is at the store level, right at the point of purchase yet can also be an effective vehicle for generating an immediate purchase or long-term branding.

Forbes states that 70% of purchase decisions are made in-store by consumers; and it makes sense since shoppers spend an average of 41 minutes per visit, and go often, sometimes 2-3 times per week, so supermarket advertising offers not only exposure to the shoppers, but repetition as well, resulting in saturation of its message to the shopper.

Types of Supermarket Advertising

There are several media formats that represent in-store supermarket advertising including print and digital:

Supermarket Advertising Print formats include:

• Shopping Cart Advertising

Placed on either the baby seat or front of the cart, Shopping carts provide continuous advertising throughout the entire duration of a consumer’s shopping trip.

• Welcome Center

The Welcome Center is typically placed at the entrance/exit of the store. The fixture distributes weekly circulars and complimentary cart wipes and offers up to 8 square feet of advertising.

• Market Information Center

Located inside the entrance or exit vestibule of the store, the Market Information Center provides advertisers with large-scale advertising. With up to 16 square feet of space to deliver an advertiser’s message.

• Ad Bench

Ad Benches can be found outside the supermarket entrance, inside the interior vestibule or across from the checkout aisles. Benches are another classic in-store media format as they provide advertisers with the opportunity to deliver their message on a 2’ x 8’ banner.

• Receipt/Register tapes

Register tape advertising places your advertisement on the back of a receipt, typically in the form of a coupon. Customers must receive their receipt after checking out.

• Shelf Talkers

Shelf display advertisements are found promoting new deals or brands on product shelves.

• Floor Graphics

Displays can be found on the floor of the supermarket.

Separately, in-store Radio Advertising is an option for advertisers to reach shoppers. An in-store Radio Network delivers your message to shoppers through targeted in-store radio programming. Your radio commercial will reach every shopper, everywhere in the store.

Digital and Broadcast Innovations

The latest and most innovative programs in OOH in-store supermarket advertising are the new digital formats. Today’s digital out of home offers new technologies, new formats, and more creative thinking to help advertisers take their message further. The industry has embraced innovation in all parts of the business to keep pace with where advertising and the consumer are headed.

In supermarkets, we see high-definition digital screens are placed in high-traffic areas throughout the supermarket allowing for an advertiser’s message to reach consumers directly at point-of-purchase and often where there is dwell time breaking thru the clutter, and holding people’s attention. Food courts, deli and app areas, entrance/exit and in the checkout/register area are all locations for digital. Here are two of the newest programs…

MarketVision Network network is a bank of screens (anywhere from 8-12 HD screens) placed right at checkout delivering an advertisers message to a captive audience. Branded content featured on the network offers programming that is entertaining and engaging, along with the video advertising on screen.

MarketVision Kiosk digital displays are strategically placed in the deli/app and perimeter departments which are heavily trafficked area where there is dwell time, allowing for maximum exposure and engagement of a brand’s message to the shopper. The innovative, state-of-the-art HD displays attract attention through rich, dynamic motion graphics.

Any combination of OOH supermarket strategies including print display and broadcast products allows an advertiser’s message to follow the path of the shopper for maximum message exposure.

Advertising to supermarket shoppers is an effective tool in any brand’s marketing mix. Multiple campaigns and platforms can combine strategies to create a marketing plan that reaches a wide, yet targeted audience to build brand awareness with a goal to increase sales.

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It’s not about reaching more people, it’s about reaching the right people, and for local businesses, it’s the Power of Local Connections.

The power of your brand relies on your ability to focus and craft a marketing message that will convert prospects into customers.

The need for marketing and media efficiencies in terms of reaching your best prospects at an affordable price is critical for today’s local businesses. Cutting through the competitive clutter so more consumers think of you, FIRST, will help you build your brand and your customer database.

That’s where advertising, specifically local advertising comes in – having people think of you, instead of your competition, and to think of your service more often.

Local, in-store supermarket advertising can do just that. At Adcorp Media Group all of our marketing efforts are centered around the supermarket where your local prospects go. You know your target audience, and we have them! (Unless they don’t have to eat and feed their family!)

More people, spend more time, more often in supermarkets than they do anywhere else and in-store advertising programs are the best solution.

There are three distinct elements to effective advertising: Exposure, Repetition, and Targeting.

Our local, in-store supermarket advertising programs can do these three things more effectively than anything else you can buy, here’s how…

Exposure:

If people don’t see or hear your ad, they can’t respond to it. Not only are consumers going to the grocery store, but they are spending an average of 41 minutes per trip there.

And, according to the Outdoor Media Association, consumers are 2.5x more alert when they are out, than at home consuming media.

Plus, our print and broadcast media are strategically placed so shoppers have no choice but to see them.

Repetition:

If your ad isn’t seen or heard often, then people won’t remember it. Shoppers hit the supermarket almost twice a week and our markets see an average of 25,000 shoppers per week.

Targeting:

Shoppers shop multiple channels however, 85% still almost always shop at a regular/full-service supermarket. In spite of the growth on online/delivery services like PeaPod and FreshDirect, the supermarket is the venue of choice. And, these shoppers are going to local supermarkets, in your local target market area, which makes supermarket advertising a great way to reach your potential customers.

That said, one of the benefits of our in-store supermarket programs is you get to pick the store that makes the most sense for your business.

When these three elements of effective advertising are present and working together, the result is Brand Recognition. And if people think of you first, they are more likely to choose you over the competition.

Again, that’s how ALL advertising works. We just happen to be able to accomplish this for you better than any other local advertising media with our in-store supermarket advertising print and broadcast programs.

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