Marks And Spencers Trials In Store TV Ads

Marks and Spencers has appointed specialist digital content development group, Captive Audience, to trial in-store marketing in the run up to Christmas.

As part of the deal Marks and Spencers will unveil a network of digital screens in five of its flaship stores this month.

The screens will display 25 second infomercials on 25 key gifting products over the two month period running up to Christmas. The trial is focusing purely on the boys toys and gadget category, but may be extended if the trial is successful.

The content has been produced by specialist digital content development consultancy, Captive Audience.

Commenting on the iniative, David Snaith of Captive Audience, said: “Digital point of sale is still a relatively new medium and the traditional criticism of it has been in relation to the quality and effectiveness of its content. Captive Audience has been developed with that exact issue in mind.”

He continued: “Screens in-store can be a hugely effective way of both selling and adding value, but it is a distinct medium that produces distinct challenges and it is vital that retailers recognise this and address it, if it is to become a really valuable in-store tool.”

The growing popularity of digital outdoor products was highlighted at the annual outdoor ad show, Inside Outdoor earlier this month (see Inside Outdoor Heralds Arrival Of Digital).

Captive Audience: 0800 281702 www.captiveaudience.tv

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