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Netherlands' supermarket chain to pilot digital signage ad program
August 18, 2005
aka.tv: Amsterdam-based Medialandscape has won the contract to run a digital-signage pilot for Albert Heijn, the Netherlands' largest supermarket chain.
The dynamic instore media trial will involve five stores in as-yet-undisclosed locations, according to Dutch reports. An eventual rollout would likely include 200-400 stores from the retailer's estate of 700-plus.
Thirteen screens in each store — 10 plasmas and three LCDs — will display a number of different channels, with significant variation in the content mix. For example, at store entrances and in meat and fish areas, the screens will display 70 percent Albert Heijn content and 30 percent third-party advertising.
Vegetable and fruit areas will show only the retailer's own content, but pharmacy, alcohol and cleaning materials will be 70 percent to 80 percent advertising.
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