Ad Screens To Appear In Shops
Digital View, the monitor manufacturer and media company is launching the Brand News Network (BBN), which will install advertising screens in retail outlets across the country.
15 inch flat panel video screens have already been installed in 100 stores and the company plans to have 1,200 screens in place by next summer.
The monitors have been fitted to cash registers and will appear in the most visually accessible areas of shops with the aim of reaching the customers at the point of purchase. The system is designed to offer advertisers the opportunity to promote brand awareness and influence the target market in a way which will directly effect purchase decisions. Advertising can be offered on a national, regional and local basis allowing advertisers to target specific markets.
The commercial director of BNN, James Brenner, said: “We offer a highly versatile medium for advertisers. By uploading onto the screens remotely, we can change the type of adverts playing instantaneously. When the temperature rises 20 degrees, we run adverts for ice cream. Everything is scheduled to maximise impact so newspapers run in the morning, whilst family entertainment TV shows appear in the evening.”
Retail outlets suited to the medium include stores that stock multiple brands and have a high incidence of impulse purchase, such as tobacconists and newsagents, where 73% of purchase decisions are made at the point of sale. Screens have already been installed in branches of Spar, Costcutter and Londis.
Programming consisits of a series of 30 second digital videos run on a loop which can be updated remotely using BBN’s communication network. The screens will also feature news and weather reports as well as showing slides, photos and text information.
Brenner added: “As the media market fragments, companies are finding it harder to ensure that their message is heard, with BBN we take the message directly to the decision maker at the moment of decision. Quite simply our technology of flat video screens and quality video stream are already proven to enhance brand awareness and increase sales.”
Digital View: 020 7287 5544 www.digitalview.com
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