Software for remote content management, device management and analytics
Home Products Solutions Blog Support Company News Contact
Customer Login  
Digital Signage Insider SignageWire
Latest Articles Full Article List

SignageWire

PRN to sell ads on shopping-cart screens

Author: WireSpring on 2008-05-07 08:15:32

Screens.TV has an interesting article on PRN's latest foray into retail advertising:

Premier Retail Networks (PRN) is to link its in-store screen-advertising platform to Cabco Group's TV-enabled shopping carts, and sell airtime on them.

The two companies will establish “a seamless connection” between the Cabco TV Kart screens and PRN's platform, they said. The screens are fixed in specially-designed shopping carts and serve to entertain children seated in the lower area of the carts as well as to deliver commercial messaging to the adults pushing them.

The duo will also add new interactive features to the Cabco units.

“Advertisers are looking for exciting in-store media that delivers results, but they are also looking to consolidate their media spend and work with experts in the area of content optimisation,” said Cabco COO Brad Johnson.

Although best known for its Wal-Mart TV network, Thomson-owned PRN operates more than 250,000 screens in some 6500 stores for retailers which also include Carrefour and Circuit City.

Cabco says its carts are currently in about 1000 supermarkets worldwide, but it is now focusing on the U.S. market and says it has contracts in place that will allow it to reach some 10,000 retailers in that country “over the next few years”.

Our take:

It's mightily impressive that Cabco has gotten carts into 1,000 supermarkets already (if that number is to be believed, at least), but that's still a long way from the 10,000 in their plans.  While the carts are ostensibly configured to entertain kids and advertise to parents, we wonder what's to stop PRN from trying it the other way around, or, more likely, advertising to both parent and child in an attempt to get one or the other (or both) to make an impulse purchase.  This wouldn't have to take the form of anything as elaborate as those "Toyfomercial" cartoons of the 1980s (He-Man, My Little Pony, yes, we're talking about you), but could leverage the fact that kids influence a very large dollar amount of purchase decisions every year, and in particular, in the snack, cookie and beverage aisles of the local supermarket.


Comments (0)

rss Subscribe to comments for this article | Trackback

Leave a Comment

Name:
Email Address:
(required but won't be shown)
Website:
Comment:
(max 2000 characters)
Are you a human? If so, uncheck this box:



Previous Article: Fujitsu to provide comprehensive digital media solutions
Next Article: Is the digital profiling of in-store shoppers a recipe for privacy disaster?

Back to the SignageWire front page

LEGAL STUFF: SignageWire is written by the WireSpring staff but may periodically include articles by guest authors. The author of each article is clearly identified at the start of the article. The opinions expressed in each article are solely those of the author, and do not reflect the official opinions of WireSpring Technologies, Inc. All SignageWire articles are copyright © 2008-2010 WireSpring Technologies, Inc. or the guest author, as appropriate. All content besides the actual article text, e.g. surrounding branding and informational content, is copyright © 2000-2010 WireSpring Technologies, Inc. All rights reserved. Except as provided in WireSpring's Republishing and Syndication Policy, no SignageWire content may be reproduced, in whole or in part, without WireSpring's express written consent.

Subscribe via RSS
If you use one of these services, click the button to subscribe to automatic updates:


For advanced users or those with other services, here is the XML link:
Subscribe via XML/RSS/RDF Subscribe via XML/RSS/RDF

What's this blog about?
Whether you're new to digital signs and kiosks or you've been in the business for years, you've probably noticed that nearly every announcement and press release contains a huge amount of hype. Our goal with this blog is to provide coverage of the more interesting happenings, along with commentary to give you a reality-check on what matters and what's just fluff. We post new articles several times a week.

Questions?  Start a live chat • Call us at (800) 989-9269 or +1 (954) 548-3300 • Get pricing and trial info
Copyright © 2000-2012 WireSpring Technologies, Inc. All rights reserved. Except as provided in our Republishing and Syndication Policy, no content on this website may be reproduced, in whole or in part, without our express written consent. View our privacy and legal info.