Indiantelevision.com Team

(1 April 2008 6:30 pm)

MUMBAI: Spending on retail media, a new form of advertising medium, has increased from Rs 1.5 billion in 2006 to Rs 2.25 billion in 2007.

The relatively new form of advertising medium includes space not only in malls now but also on Store TV, cinema theatres, departmental stores and supermarkets.

"Retail media, a part of the Rs 198 billion media market, has witnessed 300 million spends in supermarkets alone and it will be worth Rs 3.4 billion by the end of this year," said GroupM COO South Asia Vikram Sakhuja.

According to the advertising industry, consumers are nothing but ad-avoiders and the advertising fraternity is continuously searching for new avenues and methods to reach out to their target consumers. And now with the retail sector booming in India, advertisers believe that retail media will continue to gain share in the advertising budget.

"Retail Media has developed immensely over the last year as it has moved from just ambient space and activation to In-store TV and more integrated plans. Thus today we can use retail media to reach our consumers with our marketing message exactly at the point of purchase making the consumers aware of the brands," added Vikram.

Retail Media involves 5 to 10 second spots on StoreTV within the retail store, in-store activation, branding through shopping bags wherein a particular logo and name is printed on the bags in which the consumers carry their goods and floor signage.