Indoor TV is presented mainly in large cities:
- In large supermarkets
- In large drugstore chain
- In boutiques trading with expensive goods (fashion, food, luxury goods)
Since 2006-2007 there is a transition from analogue devices to digital solutions (as a part of Digital Signage concept).
Indoor TV has the strongest direct impact (as the ads platform) when working in “food corners” of the supermarkets – while eating people have enough time to see the ads (in combination with the habit to combine meals and TV watching it leads to situation when up to 75-80% of the “food corner” visitors look Indoor TV not less than 1 minute).
Indoor TV in expensive shops is more for brand management rather than for direct ads; moreover – it plays not only directly (showing specific brands to the visitors) but also indirectly (the presence of Indor TV in luxury boutique becomes some kind of commonplace for this category of shops – i.e. you can’t be “cool” shop without having that Digital Signages inside).
Also Instore TV is well-perceived in drugstores – especially for promotion of vitamins, food supplements, OTC drugs with large number of generics (as usually it’s hard for a customer to make distinction between numerous names – and thus Instore TV dirdectly plays at the moment when the customer sees the ad).
Currently Instore TV is more or less regularily presented in Russia, Poland and Czech; in other CEE/CIS countries it’s limited with few largest supermarkets, boutiques and drugstores in the capital cities.
POS Radio is also presented mainly in large cities – in large supermarkets (usually in those without Instore TV). It’s seemed POS Radio is a less-developed ads tool in the target countries (due to a fact large players prefer Instore TV, while small palyers do not want to pay for any electronic ads and limit their indoor ads with printed posters).
Good time for implementing POS Radio was at the 1990s – after the Soviet Bloc crush: many of the large retail stores used radio for announcements at the Communist time; most of such annoucements referred to non-trade activities (lost people, shop-close warnings, etc.) but also some share of trade ads was presented; thus people in Rssia, Ukraine, Poland, etc. had a “habit” – to listen for radio announcements inside large shops; if they used POS Radio that time (with centralized ads transmitted by wire or wireless, etc.) – it would become the powerful tool. But due to the crisis the electronic ads were not the priority that time (1990s) and in 10-15 years people “forgot” about the Communist-time radio in shops – and Instore TV came in the 2000s.
Now POS Radio is presented in some stores – but it works mainly for older age customers (who might recognize that old pattern described above); younger people usually do not listen for POS Radio – they are either listen for music in their portable MP3 players or talk with the fellows, being in the shops.
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