No one beats malls in race for eyeballs
Which is one of the largest TV networks in the US? It’s Wal-Mart TV, in-store TV network of the retailer.
By Rakhi Mazumdar & Writankar Mukherjee, TNN |
KOLKATA: Guess which is one of the largest TV networks in the US not owned by a broadcaster? Not ABC, NBC, or even Fox. Believe it or not, it’s Wal-Mart TV, the in-store TV network of the world’s largest retailer. In 2005, it is estimated to have had a viewership of over 100 million. It is still early days, but in-store TV is inching its way up the popularity charts in India too. On a visit to any Big Bazaar and or Shoppers’ Stop outlet, it is invariably difficult to avoid staring at LCD screens splashing ads while you queue up at the delivery counter. While Future Group, Shoppers’ Stop are testing the waters, the likes of Subhiksha and Landmark are now finalising plans on in-store advertising.
Welcome to the world of last chance media. As media planners and buyers build capabilities in it, MNC media affiliates are drawing heavily from global learnings that can be put to use in India. “In-store TV is at a nascent stage but it has the potential to play a big role and emerge as a parallel revenue source for retail chains. It could also replace a lot of conventional point of purchase media in side retail stores,” Mindshare GM Chirantan Chandran told ET.
Starcom Mediavest MD (west & south) Manish Porwal says: “It essentially plays on propinquity, or a consumer’s nearness to purchase. Modern retail could change media’s role towards a more targeted and tactical communication.” For advertisers, be it FMCG, apparel or fresh foods, it could be no less exciting. More so, at a time when the standard size of an outlet is growing from 5,000-10,000 sq ft to 25,000-50,000 sq ft. “In-store TV acts at the final point in consumer’s decision-making process and also facilitates impulse purchases,” says Shoppers’ Stop CEO Govind Shrikhande. “Stores can lower product prices further to increase average billing size,” Subhiksha MD R Subramanian added.
Tesco TV or Wal-Mart TV is managed by specialised agencies like J C Decaux or Premier Retail Netroks (PRN). “This is an ideal case of ‘narrowcasting’, where brands get access to a very focused audience who are in the mood to purchase.
Advertisers can then tailor their content specifically for this audience,” Landmark COO Himanshu Chakrawarti pointed out.
TAG Media and MAA group have tied up with Spencers’ to launch in-store TV network across 50 stores. Advertisers can buy a unit at Rs 2.1 lakh. Each unit is a 60-second slot per hour, which runs for 10 hours per day in a month.
While Shoppers’ Stop has outsourced sale of ad spots to a media selling agency, others like Subhiksha are planning to keep it in-house. Large global retailers have media arms like Tesco Media. Closer home, the likes of Future Media have been created recently.
Landmark is exploring the option to work with global media companies who specialise in developing in-store TV content to develop its own network. “There are several ways of getting into such a contract like fixed revenue or even revenue-sharing arrangement,” said Mr Chakrawarti. The time is perhaps not too far when domestic chains launch Pantaloon TV and Landmark TV.
rakhi.mazumdar@timesgroup.com
Welcome to the world of last chance media. As media planners and buyers build capabilities in it, MNC media affiliates are drawing heavily from global learnings that can be put to use in India. “In-store TV is at a nascent stage but it has the potential to play a big role and emerge as a parallel revenue source for retail chains. It could also replace a lot of conventional point of purchase media in side retail stores,” Mindshare GM Chirantan Chandran told ET.
Starcom Mediavest MD (west & south) Manish Porwal says: “It essentially plays on propinquity, or a consumer’s nearness to purchase. Modern retail could change media’s role towards a more targeted and tactical communication.” For advertisers, be it FMCG, apparel or fresh foods, it could be no less exciting. More so, at a time when the standard size of an outlet is growing from 5,000-10,000 sq ft to 25,000-50,000 sq ft. “In-store TV acts at the final point in consumer’s decision-making process and also facilitates impulse purchases,” says Shoppers’ Stop CEO Govind Shrikhande. “Stores can lower product prices further to increase average billing size,” Subhiksha MD R Subramanian added.
Tesco TV or Wal-Mart TV is managed by specialised agencies like J C Decaux or Premier Retail Netroks (PRN). “This is an ideal case of ‘narrowcasting’, where brands get access to a very focused audience who are in the mood to purchase.
Advertisers can then tailor their content specifically for this audience,” Landmark COO Himanshu Chakrawarti pointed out.
TAG Media and MAA group have tied up with Spencers’ to launch in-store TV network across 50 stores. Advertisers can buy a unit at Rs 2.1 lakh. Each unit is a 60-second slot per hour, which runs for 10 hours per day in a month.
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Options range from using Bluetooth technology, tie-ups with telecom operators, reaching out to consumers while they are shopping or a tie-up with a radio station to create exclusive content for its stores. “The idea is to bundle brand information along with some entertainment to attract consumer attention,” Mr Shrikhande added.While Shoppers’ Stop has outsourced sale of ad spots to a media selling agency, others like Subhiksha are planning to keep it in-house. Large global retailers have media arms like Tesco Media. Closer home, the likes of Future Media have been created recently.
Landmark is exploring the option to work with global media companies who specialise in developing in-store TV content to develop its own network. “There are several ways of getting into such a contract like fixed revenue or even revenue-sharing arrangement,” said Mr Chakrawarti. The time is perhaps not too far when domestic chains launch Pantaloon TV and Landmark TV.
rakhi.mazumdar@timesgroup.com
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