Now Playing On A Sign Near You: In-Store Ads Go High-Tech

AdSpace Networks, a Silicon Valley startup, is placing TV-style advertising closer to the checkout counter than ever before.

AdSpace spent about $270,000 to install 27 "CoolSigns" (also known as plasma screens) at the Westfield Shoppingtown in New Jersey, and plans to install displays at 20 more Westfield malls by this fall. If AdSpace succeeds in placing displays like this, the CoolSigns network would reach more than 35 million consumers each month – right where they shop.

Retailers like Macy's are paying AdSpace $6,000 per month to run 15-second spots every three minutes in each mall. Network-wide, the annual revenue potential for just one AdSpace advertiser exceeds $50 million.

Part TV, part billboard, part network, this is some sophisticated signage. It's nothing that tourists haven't already seen on a bigger scale in Tokyo and Times Square. But only recently has it been brought to store level.

It appears these multimedia ads get results. A study has shown that sales of cosmetics nearly doubled at Macy's when customers were exposed to CoolSigns commercials as opposed to conventional posters.

Source: Business 2.0

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