Motion displays in point-of-purchase (POP) advertising

Added: 06/22/2006

Nowadays, sign makers are taking a closer look at opportunities of scrolling signs to holographs, video message boards and motion displays in order to expand their business into this trendy arena. Why? The answer is that retailers are more and more buying into motional signage, as it gives them many promising opportunities, such as the ability to control the distribution of content and others.

According to some studies by the Point of Purchase Advertising Institute (POPAI), seventy percent of all brand purchase decisions are made in-store. That is the reason why point-of-purchase (POP) advertising is extremely important for today's realtors. They are buying into motional displays, as they give the ability to control the distribution of content, inform customers of current information about products, services and specials, educate consumers on products and services, entertain customers while they shop and advertise the latest products.

"Motion displays advertising is hitting the United States in a rapid form," says Gary Brown, an owner of MVP Promotions, a West Chester, Ohio-based marketing and advertising firm. "Although this form of advertising has proven to be successful in Europe for more than a decade, it has only been recently that its impact on the United States advertising, particularly in-store point-of-purchase advertising, has been recognized."

Not only sign makers use scrolling signs. Motional displays were tested by the POPAI in supermarkets, grocery stores, package stores, drugstores, stationary stores and camera stores on items like juice, beer, cigarettes, whiskey and bourbon, personal care items, pens and cameras.

"In addition to providing a much needed service to their customers and having the opportunity to influence buying decisions at the point of purchase, retailers like having the ability to control the content and distribution of the content," says Vanessa Ogle, a chief executive officer of Enseo, Inc., a Richardson, Texas-based company that designs and produces hardware and software solutions for dynamic signage. "Relying on in-store employees to manage when and what content is being played is no longer required."

Motion displays are of several different types, including scrolling image signs, LED displays, tri-message displays, holographs and video screens, and many others. Experts say that "different environments and products support different mediums", that is the reason why each type has its own place in the market.

LED displays are a common thing for average passers-by, but scrolling signs or motion displays are catching eyes immediately. Some people, both adults and children, even sit in front of motion signs and look for the next image to appear. The motion on top of the backlit vibrant colours has a tremendous impact.
Motion displays are often called EyeCatchers. You can often see them in airports, restaurants, retail stores, sports arenas, shopping malls and bowling alleys, among other locations that have a lot of foot traffic.

Roy Fletcher of Fletcher Consulting, a Dublin, Ohio-based marketing and advertising consultancy says: "When you put a sign in a retail environment that has ten or twenty images versus a static sign with one image, you get more bang for your buck," says Fletcher. "You cannot really duplicate the cost factor with ten static signs versus one motion sign when you take into account the space savings."

Rate this article:

Bad

Good

Article comments:

No comments for this article yet. Post your comment now!

Return to top of the page