Spotlight on New Technology: Digital Out Of Home Media

Out of home media has gone way beyond just outdoor billboard advertising stuck on the side of roads. The cost of technology is falling and innovation and inspiration is producing ever more adventurous and engaging digital out of home ad campaigns across the UK.

A recent campaign for Ford’s Grand C-MAX car featured in some of the country’s largest shopping centres and encourages shoppers to explore a 3D virtual model using huge digital screens that sense movement and hand gestures. The shoppers could tap virtual buttons to change the colour of the car, open the doors and turn the vehicle around to view it from all angles. For Ford’s Marketing Director, Mark Simpson, the campaign was “the next best thing to customers being in a dealership with your product”.

Other brands that have successfully used digital out of home media include; Lynx’s ‘digi walls’ to promote a new shower gel, Kraft Foods UK using digital screens at London rail stations to send real time humorous messages to morning commuters to raise awareness for Belvita Breakfast Biscuits and Rice Crispies Squares using digital screens to interact with consumers who get a free sample and their photo taken.

Digital has really rejuvenated the outdoor medium and it will be interesting to see how it will affect retail marketing moving forwards.

The SPS Group are experts in point of sale display and brand design and work with a suite of high profile national and international brands.

Point of Sale Displays

Point of sale displays are a special form of sales promotion or in store advertising used to advertise products in an innovative way. They are primarily associated with special offers, new promotions and seasonal products for ocassions such as Christmas, Valentines Day, Mothers Day, Fathers Day, Easter, Back to School, holidays and special evcents such as the FIFA world cup, Rugby World Cup and the Olympics.

A point of sale display is usually found close in an instore envrionment because this is the ‘point of purchase’ and where the consumer purchasing decision will be made. However POS sites also include areas of high footfall in other locations such as malls, stadiums and other outdoor locations. These displays aim to attract the attention of the customer persuading them that the products they are looking at are worth investing in as long term and impulse purchases.

The majority of POS marketing, especially retail POS are provided by the manufacturer who will contact a specialist POS supplier. This is so they can ensure the point of sale design is in keeping with their corporate image and matches the product branding. It is highly recommended to have your POS printing and production completed by a specialist company such as the SPS GROUP to ensure it is completed to the high quality consumers demand from the brands they support. There are several types of POS displays to choose from including POS display units, stands, cabinets, racks and counter top display units.

If you would like to see a selection of the work we produce please call 01202 865100 or e-mail us.

Retail Marketing

Retail Marketing is the use of any type of in store communication to promote a company, brand or product. One of the most common types of retail marketing is point of sale marketing (or POS marketing) which involves using specially created display units or more recently, digital POS to advertise within a store.

Retail POS is the most widely used type of point of sale marketing due to its high success rates in promoting impulse purchasing. Point of sale merchandising is not only found next to the tills in store, but can be used around the store to highlight new products and special promotions. It is also used for seasonal promotions such as new Christmas products. Many companies opt for using specially created POS displays to differentiate themselves from the competition in the market.

There are specialist point of sale design companies who specialise in the production of POS marketing materials for the retail sector and POS printing. These POS suppliers may even offer POS logistics services to their clients both storing and delivering all POS material to the retailer.

For more information or to see examples of the fantastic work we do please call 01202 865100 or e-mail us.

Call Us 01202 865100

Spotlight on New Technology: Digital Out Of Home Media

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Client Services:

Point of Sale Displays

Retail Marketing