Making custom TV effective at the point of sale

 
Publication Type:
Case Study

Published / Updated:
Jan. 1, 2011
POSTV differentiates itself by having a firm focus on developing out of home digital media in the retail environment. "We are a
true believer in relevancy and we think advertising is most relevant at the point of sale or as close to the point of sale as you can get," says POSTV director Michiel Reinoud.

POSTV position their displays in high traffic areas of supermarkets or in relevant categories, where they narrowcast what Reinoud describes as highly targeted "inspirational" programming: "The things you see on the TV can not be seen anywhere else in the store. That’s one of the most important things. They are not showing the promotions you have already seen in flyers or through other point of sale messages. What we do is to make a unique TV program with tips on beauty, on cooking, on the household, and through this we add a blend of advertising from the suppliers of the supermarket chain."

The screens carry a maximum of 20 percent advertising, in the form of branded campaigns and specific promotions. "We believe in creating an environment in which the advertiser feels happy," said Reinoud. "Just like on national TV, there are high quality programs running and advertisers want to be a part of that."

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