New medium takes the floor

With the importance of in-store purchase decisions well known, in-floor media, a new advertising medium designed to influence further the supermarket shopper, is due in the Ontario and Quebec markets next month.Steve Burke, vice-president of marketing at in-floor media, says in-floor...

With the importance of in-store purchase decisions well known, in-floor media, a new advertising medium designed to influence further the supermarket shopper, is due in the Ontario and Quebec markets next month.

Steve Burke, vice-president of marketing at in-floor media, says in-floor advertising is not a trade promotion vehicle but a medium that offers awareness, reach and frequency.

Burke says it is a ‘fully commissioned’ product for agencies.

He says in-floor ads are much like billboard advertising in scope, and cpm costs are similar to, or slightly lower than, those of that out-of-home medium.

Based on a 300-store example, in-floor ads promise 3.75 million impressions a week. Minimum campaign length is four weeks.

In-floor advertising works exactly as its name suggests.

A two-foot square advertisement is placed in a clear plastic case laid flush to the floor.

Ads are changed by lifting the top of the plastic case; the old advertisement is removed and the new one inserted.

Burke says the cases are placed at the head of the store aisle appropriate to the item being advertised, so a cereal ad would go in the cereal aisle, a soft drink ad would go in the soft drink aisle, and so on.

He says advertisers decide on the ad that is placed in-floor, and his company takes care of placement or replacement of advertisements.

He says selling in-floor advertising just to one supermarket chain would put the medium in a ‘trade milieu,’ and that is something he wants to avoid.

So, instead, his firm, a new division of WSP Marketing International, is selling in-floor regionally or nationally, depending on the advertiser.

Burke says the first in-floor advertising will begin to appear in Toronto and Montreal supermarkets at the beginning of December, with the rollout to 300 stores slated to conclude by the end of March.

He says a number of well-known brand names – including Pepsi-Cola and Jello – are set to advertise in-floor next month.

He says in-floor media tested four prototype ads in Ontario and Quebec in August before proceeding with a launch.

Supermarkets signed to carry the in-floor advertising include some of the best-known names in the business, including iga, Food City, Miracle Mart, a&p, Dominion, Safeway, Provigo and Hudon et Deaudelin.

in-floor media has the exclusive rights to the medium in Canada.