Ads 'til you drop Walmart’s Ad TV targets customers at point of purchase

Posted by tom klein June 11, 2008 at 6:46 pmin-store ad

from the baitshop

For the past few years, Walmart has been broadcasting branded advertisements and promotions on strategically placed television units throughout their stores. Recipes and specialty foods appear on flatscreens in the grocery department, while ads for Gillette razors and Dove soap play in the beauty aisle. As more and more companies (Borders, Ocean Spray) partner with advertising networks like Premier Retail Networks (Walmart’s partner) appears this is an effective medium to target consumers.

who is the target?

in-store customers.

why is it being done?

Walmart and other mass retail chains (like Costco, Sams Club, and Best Buy) are engaging (pitching? annoying?) customers when they are most motivated to purchase – in the actual store. Programming is targeted by store department- Beauty, Fresh Food, Grocery, LifeStyle, or Electronics. It’s hard to tell if these ads are selling . . . or maybe just reminding.

are the fish biting?

TNS (a marketing research firm) conducted a study in 2005 of over 5,500 Wal-Mart shoppers who have viewed advertising on Wal-Mart TV. These shoppers are found to significantly:

  • Agree with positive statements about those brands (61% agreement) vs. customers who did not see those same advertisements (40% agreement).
  • Purchase the advertised product “today” (15% vs. 4%)
  • Plan on purchasing the product “in the future” (85% vs. 62%).

It is estimated that TV networks inside stores like Wal-Mart and Target will generate $330 million this year (2008) alone.

where to from here?

Visit PRN’s website to learn more about their products and partners. Of course, you can also go check things out at your neighborhood Wal-Mart.



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