Entering moves advertising
An advertising trial with floor animation in supermarkets is underway in the USA
An advertising trial with floor animation in supermarkets is underway in the USABy Thérèse Balduzzi For five years, the American company Floorgraphics has specialized in product advertising in supermarkets, offering advertisers advertising space on floors and on shopping carts. Floorgraphics' latest product is floor billboards with moving images, sound and many opportunities for interaction.
Founded six years ago, Floorgraphics of Princeton, New Jersey, manages the advertising spaces of 13,000 department stores and supermarkets in the U.S., including major chains such as Kmart, A&P and Safeway.
The company became successful in a few years, but not without initial difficulties. Earlier ads for flooring required ripping out a piece of the flooring, which was met with little enthusiasm. "It took a lot of time and missionary work to demonstrate the advertising effectiveness," says Richard Rebh, CEO of Floorgraphics. According to Rebh, the ads, which measure about half a square meter and are placed in supermarket aisles right in front of the rack with the corresponding product, can increase sales by 15 to 35 percent.
Soon giraffes will tickle baby feet in 4000 stores
Floorgraphics gives stores a quarter share of the advertising revenue, which can be a handsome share of income, especially for smaller businesses. For advertisers, the solution is equally beneficial. The cost (cost per thousand) of floorads is half that of outdoor advertising and 16 times less than that of television advertising.
Rebh expects another breakthrough from its latest offering: floorads with moving images and sound. They're called floor animations. In the fall, a test was launched in more than 75 stores, with the participation of such well-known companies as Campbell Soup and Procter & Gamble.
The Flooranimations were developed during two years and work with the help of microprocessors. Like conventional floorads, they can simply be stuck to the floor and offer a whole range of possibilities: moving images, sequences of moving images, sound, activation by a motion detector and a counter that measures interactions with consumers.
A floor animation for Pampers, for example, shows a giraffe. If you put your foot on the ad, you can see a baby being tickled and laughing. Campbell Soup is advertising its Prego Pasta brand in the test phase. "The floor animations are a big hit, especially with young children, because they're closer to the floor," Rebh says. But adults also remain interested - at least as long as Flooranimations are a novelty.
At the end of the test phase, the effect of the new Flooranimations will be compared with that of conventional Floorads. Rebh expects Flooranimations to perform far better than Floorads. If this proves to be true, a broad launch in 4000 stores is planned for next year. Floor animations with a scrolling line of text are also planned, which would allow advertisers to change the text as often as desired or to suit specific locations.
Founded six years ago, Floorgraphics of Princeton, New Jersey, manages the advertising spaces of 13,000 department stores and supermarkets in the U.S., including major chains such as Kmart, A&P and Safeway.
The company became successful in a few years, but not without initial difficulties. Earlier ads for flooring required ripping out a piece of the flooring, which was met with little enthusiasm. "It took a lot of time and missionary work to demonstrate the advertising effectiveness," says Richard Rebh, CEO of Floorgraphics. According to Rebh, the ads, which measure about half a square meter and are placed in supermarket aisles right in front of the rack with the corresponding product, can increase sales by 15 to 35 percent.
Soon giraffes will tickle baby feet in 4000 stores
Floorgraphics gives stores a quarter share of the advertising revenue, which can be a handsome share of income, especially for smaller businesses. For advertisers, the solution is equally beneficial. The cost (cost per thousand) of floorads is half that of outdoor advertising and 16 times less than that of television advertising.
Rebh expects another breakthrough from its latest offering: floorads with moving images and sound. They're called floor animations. In the fall, a test was launched in more than 75 stores, with the participation of such well-known companies as Campbell Soup and Procter & Gamble.
The Flooranimations were developed during two years and work with the help of microprocessors. Like conventional floorads, they can simply be stuck to the floor and offer a whole range of possibilities: moving images, sequences of moving images, sound, activation by a motion detector and a counter that measures interactions with consumers.
A floor animation for Pampers, for example, shows a giraffe. If you put your foot on the ad, you can see a baby being tickled and laughing. Campbell Soup is advertising its Prego Pasta brand in the test phase. "The floor animations are a big hit, especially with young children, because they're closer to the floor," Rebh says. But adults also remain interested - at least as long as Flooranimations are a novelty.
At the end of the test phase, the effect of the new Flooranimations will be compared with that of conventional Floorads. Rebh expects Flooranimations to perform far better than Floorads. If this proves to be true, a broad launch in 4000 stores is planned for next year. Floor animations with a scrolling line of text are also planned, which would allow advertisers to change the text as often as desired or to suit specific locations.
