Dixons and Tesco are to pilot an in-store advertising system - developed jointly by IT infrastructure provider Cisco, consumer electronics giant Sony, and media agency WPP - over the next few months.
The system uses technology that allows high-quality video to trickle feed over existing networks, with streamed text information giving a local slant. As well as centrally-controlled material - 'infotainment' and in-depth product information - local material can be added for specific promotions.
In addition, 'audio shower' technology ensures the broadcast does not become invasive, with sound limited to a narrow range around the screen.
Maureen Johnson, chief executive officer of The Store, WPP's global retail practice, said she believes the development is indicative of the way stores are becoming a new medium for brand owners. They can provide opportunities for brand-building, engaging the consumer, and creating revenue from CPG advertisers.
'Retailers need a new revenue stream,' said Johnson. 'It is the killer application - it's the thing that is going to make this all happen.
The Dixons pilot goes live in six stores over the next month, while Tesco is due to launch in three stores in January.
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