According to a recent study by the London Business School, “People will do just about anything while watching television - except watch commercials.” The study revealed that only 23% to 55% of people actually paid any attention to TV commercials. The more people who watch TV together, the less attention commercials get because they tend to talk to each other instead.

This is not at all surprising because, when people watch television at home, and those annoying commercials come on, they have lots of options. They can visit their kitchen to fix a snack and refill their drink, use the bathroom, chat with the person next to them, surf other TV channels, or just hit the mute button.

While waiting in line, it is a completely different story.

When people are waiting for service at the bank, the bakery, or any other business, they are trapped. They cannot go anywhere without forfeiting their place in the queue. They cannot change channels, hit the mute button, turn off your video ad, and, usually, they have no friends with whom to socialize.

The effectiveness of in-store video advertising was confirmed in a 2007 study by the Nielsen Company (www.nielsen.com) using the GameStop network (www.gamestop.com), which includes more than 4,000 retail stores.

According to the Nielsen results, “65 percent of all store visitors watch or listen to the in-store programming.” Given that North American’s are typically exposed to 10,000 advertisements every year, but ignore or quickly forget 99% of those advertisements, these are very impressive results.

So when you invest in Avery Media Canada retail advertising, you can count on more than half of consumers paying attention to your video and absorbing its message. No other advertising media can beat these statistics, including magazines, newspapers, television, radio, billboards, posters, direct mail, emails, or internet ads.

Traditional marketing is so old, overused, and abused that it wore out its welcome a long time ago. Unlike conventional advertising, in-store retail videos are an exciting new novelty that is proven to capture people’s attention and interest.

The 2007 “Nielsen study also revealed that almost 90 percent of 12-34 year old customers find the topics and products featured in the program interesting and 79 percent of viewers recalled one or more of the ads featured in the program” afterwards.

Again, this is not surprising. While waiting in line, people are frequently bored out of their mind and have nothing to do. They are longing for alleviation from their boredom, so they will happily watch your Avery Media in-store video.

The natural conclusion is that, when you invest in Avery Media advertising, you can be sure that you are getting the most from your marketing investment.

Traditional advertising is almost always an intrusive interruption during some other pursued activity like watching TV, listening to music, reading a newspaper, browsing the internet, etc.

Rather than being an unwelcome nuisance, “80% of consumers believe” in-store advertisements “are helpful to alert them to sales or provide product information,” according to a recent survey by Prime Consulting Group Inc. (www.primeconsulting.biz).

It makes perfect sense. People do not visit retailers to watch TV or listen to music. They are there to shop and spend. In addition, they actually want (and actively seek) information about products.

You can be confident that your marketing message will be well received when you use Avery Media Canada.

Most advertisers will invest millions on TV and radio commercials, billboards, posters, direct mail, and other traditional advertising venues that occur far afield from the actual point-of-purchase. They hope and pray people will actually remember their brand during their next shopping trip a few days, weeks, or months later. There is always a substantial lag-time between “receiving the message” and “arriving at the place of purchase” that fills most marketers with dread.

Avery Media in-store advertising significantly reduces the risk of remembering by placing your video right at the place of purchase. People come to a store to spend money! What better time to hit them with your marketing message?

The unparalleled effectiveness of in-store advertising has been proven in countless case studies and is championed by some of Canada’s foremost marketing experts.

As Marketing Marksman™ in Calgary, Alberta, Canada, (www.marketingmarksman.com) reported on their website, “After four years of marketing Nordex Fishing lures, we experimented with almost everything. What proved to be most cost-effective were in-store displays that strike at the point-of-purchase.” (source link)

There is an excellent chance that we can play your Avery Media Video right in the very same stores that sell your product. If not, it is a virtually certainty that we can find an Avery-affiliated store that is very close to where your product is sold.

“Impulse purchasing has made up a significant portion of holiday sales. In past years, impulse purchases have accounted for 26 percent of holiday sales,” according to The NPD Group (www.npd.com) 2007 Annual Survey of Consumers’ Holiday Purchase Intentions.

But it does not end with the holidays. According to a study of 6,000 shoppers by OgilvyAction (www.ogilvyaction.com), “29% of U.S. shoppers buy from categories they didn't plan to when they entered the store.”

Virtually every product can increase its sales by optimizing unplanned purchases - even ones you might think are always planned-purchases. Some items have an extremely high rate of impulse purchasing, such as a whopping “44 percent” for chocolate. “Impulse buying can also extend to so-called ‘big ticket’ items such as automobiles and home appliances” (Wikipedia).

Throughout the year, a sizeable percentage of all products are purchased spontaneously with prior planning. So what causes impulse buying? According to the OgilvyAction study, “Twice as many impulse purchases are driven by displays in stores than by price.”

Unlike all other advertising that occurs outside and far from the point-of-purchase, only in-store advertising seizes the full potential of impulse-buying by reaching customers right when they are ready to spend.