|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
 |
|
|
|
|
|
|
|
|
 |
|
|
|
|
|
IN-STORE AD
MEASUREMENT TO BE BOLSTERED BY POPAI AGREEMENT WITH GOLIATH
SOLUTIONS |
|
|
|
|
|
WASHINGTON,
D.C…FEBRUARY 7, 2003 |
|
|
|
|
|
A new automated
means for empirically confirming the placement of in-store
advertising will be implemented into a portion of the
industry-wide study transforming in-store advertising
into a measured ad medium. The technology – developed
and executed by Goliath Solutions – will support the study
undertaken by Point-Of-Purchase Advertising International
(POPAI), the trade association of the in-store ad industry.
|
|
|
|
|
|
The POPAI study
– whose next phase will be conducted in more than 100
chain drug stores later this year – develops credible
estimates of in-store advertising’s proof of placement,
cost effectiveness and sales effectiveness. POPAI believes
that the data -- already derived from the supermarket
and convenience store (c-store) phases of the study –
will enable client companies to better manage the planning,
purchase, execution and evaluation of in-store ads. In-store
ads influence up to 70 percent of all brand purchase decisions. |
|
|
|
|
|
The Goliath
Solutions methodology utilizes wireless technology to
monitor in-store advertising around the clock and makes
census-based data available through a secure web-site.
Goliath provides timely, valid information about store-level
execution of marketing programs. Information can be filtered,
sorted, aggregated, or drilled down for a clearer understanding
of the advertising’s effectiveness by components, combinations,
regions, chains, stores, days or day-parts. |
|
|
|
|
|
In previous
phases of placement tracking, POPAI has utilized the efforts
of syndicated research companies such as IRI and Nielsen
Market Decisions. The new technology will upgrade POPAI’s
ability to track the degree to which in-store advertising
is erected in-store. Historically, it’s been the privation
of such confirming information that has prohibited in-store
advertising from being seen as being a measured medium,
like print and broadcast. |
|
|
|
|
|
POPAI President
and CEO, Dick Blatt, said: "This is the most substantive
step our industry has ever taken to develop a cost-effective
standard for measuring proof of P-O-P placement. Once
established, we'll be able to deliver all the market data
necessary for clients and agencies to treat in-store advertising
as a measured medium." |
|
|
|
|
|
Bob Michelson,
CEO of Goliath Solutions, commented: “We are delighted
to work with POPAI to introduce an unprecedented solution
that will enable retailers and manufacturers to affordably
understand execution rates of in-store advertising each
day of a promotion or program.” Michelson continued, “Sub-optimally
executed advertising will be identified, enabling remediation
during the promotion. Additionally, when execution data
is married with store-level scan data, retailers and manufacturers
can more precisely evaluate sales lifts and optimize future
promotions. Goliath’s objective data unites manufactures
and retailers in a deeper understanding of retail marketing
dynamics, resulting in increased profits for both.” |
|
|
|
|
|
Working with
POPAI on the study are Doug Adams of Prime Consulting
Group, Inc., as the study’s project manager, and Anna
Fountas, past president of the Traffic Audit Bureau, as
a POPAI consultant. |
|
|
|
|
|
For further
information, contact
POPAI’s Joseph Casper,
vice president of corporate communications,
at 202.530.3050 / jcasper@popai.com,
or
Goliath Solutions’s Bob Michelson,
CEO, at 773.486.0613 / info@goliathsolutions.com. |
|
|
|
|
|
|
|
|
|
|
|
|