Everyone’s heard the old saw that consumers make at least two-thirds of their purchase decisions in-store. But beyond that, little is known about the value and effectiveness of point-of-purchase advertising.

Which may help to explain why a proposal to measure in-store advertising by the Washington, D.C.-based Point-of-Purchase Advertising International (POPAI) received a warm reception from advertisers, agencies and suppliers alike at a breakfast presentation held April 11 in Toronto.

"It would certainly be easier for us to sell to our clients, because a lot of them are looking for actual data [as opposed to anecdotal evidence]," says Aileen Grant, vice-president, group media director at Toronto-based OMD Canada. "It would be great to [be able to] back up what we’ve been saying."

Measurement will help lend credence to what P-O-P suppliers have been telling their clients for years, says Scott Weston, director of marketing at News Canada Marketing, a point-of-purchase supplier based in Mississauga, Ont.

"It means there will be additional awareness of the value of in-store," he says.

POPAI, in concert with the Advertising Research Foundation, is planning a multi-year, multi-channel study that will measure in-store advertising execution, audience delivery and effectiveness across a range of brands, categories and types of store.

As well, the study will allow clients and advertisers to compare the effectiveness of P-O-P advertising – which includes signage, floor graphics, instant-off coupons, shelf danglers and the like – with that of other mass media, such as television, radio and out-of-home.

The study is a follow-up to a pilot done last year that revealed several preliminary findings, including the fact that placement of in-store advertising varies widely by retail chain – as few as one-third and as many as three-quarters of stores within the retail chains studied displayed P-O-P advertising.

"Everybody understands the value of P-O-P advertising," said researcher Paula Payton in an interview following her presentation. "We want to furnish [media buyers] with a number so they can make the best media decisions possible."

Strategy is on the ground in Cannes, bringing you the latest news, wins and conference highlights all week long. Catch all the coverage here.

Thursday’s batch of Silver and Bronze winners included the Creative Business Transformation, Creative Effectiveness, Creative Strategy, Luxury Lions, Brand Experience & Activation, Innovation and Creative Commerce Lions categories. Canadians were recognized with three Lions today: a Silver in Brand Experience & Activation, a Bronze in Creative Commerce and a Bronze in Creative Effectiveness. Rethink was awarded twice on Day 4, while Weber Shandwick rounded out the Canadian agency wins with one Lion. Below is a look at the work. Catch the Gold winners later this afternoon when they’re revealed at the gala in Cannes.

Creative Commerce (1 Silver)

1 SILVER: “U Up?” by Rethink for IKEA

IKEA’s “U Up?” campaign has legs, it turns out. The campaign is getting major love at Cannes. The IKEA work, created in collaboration with Rethink Toronto, added to its Cannes Lions tally with a Silver medal in Creative Commerce. That now makes five total Lions for the work, including two Golds on Wednesday night, for Direct and Socal & Creator. The campaign has been lauded by jurors for its dexterity, contextual timing and humour.

Creative Effectiveness (1 Bronze)

1 BRONZE: “Heinz Ketchup & Seemingly Ranch” by Rethink for Kraft Heinz 

Both Rethink and Kraft Heinz picked up another Lion, this one a Bronze in Creative Effectiveness for their collaboration on “Heinz Ketchup & Seemingly Ranch.” Not only did the work capture a culture moment spurred by Taylor Swift, but it also created a new product, “in under 24 hours,” to match. The latest two Lions makes 10 total wins for Rethink. Kraft Heinz and Rethink also picked up a rare Gold Lion for Media a day earlier.

Brand Experience & Activation (1 Bronze)

1 BRONZE: “Airbnb Icons” by Weber Shandwick for Airbnb

The Weber Shandwick work, “Airbnb Icons,” won Bronze on Thursday in Brand Experience & Activation after claiming a Bronze in Media Wednesday. Airbnb turned media brands into a destination, partnering with the likes of Marvel and Disney to offer travellers experiences like drifting off in the Up house or crashing at an X-Men mansion. The first 11 experiences rolled out mid-2024, and most of the experiences were free or under $100, with over 4,000 tickets sold by the end of the season.