The Daily Mail, Stella Artois and petfood brand Iams are among those that have signed up to advertise on mini edge-of-shelf plasma screens being tested in Sainsbury’s stores.
Other brands signed up to the scheme include Procter & Gamble’s Aerial and Pampers brands, United Biscuits’ Jaffa Cakes, AM Bars and Skips, Heinz ketchup and beans, Tetley, Masterfoods’ Mars ice cream, Mars Bar, Seeds of Change and Uncle Ben’s, Coca-Cola’s Vanilla Coke and Twentieth Century Fox.
Each brand has produced tailored content ranging from product information, promotional offers and competition details, to audio and video clips for the screens, which are positioned next to their products.
The plasma screens can also broadcast news, weather, sports results and recipe ideas between product trailers to entertain shoppers. Larger plasma screens behind the fresh meat and fish counters are also broadcasting slots featuring Jamie Oliver cooking demonstrations.
Sainsbury’s is conducting an eight-week trial of the screens at stores in Badgers Farm in Winchester, Beaconsfield in Buckinghamshire, Chiswick in London and Wigan, Greater Manchester. The trial is run in conjunction with a company called Screenplay.
The Sainsbury’s trial comes as Tesco is deciding whether or not to embark on a nationwide roll-out of plasma screens to broadcast what it labels Tesco TV, which is being tested at three stores in Cambridge and Surrey.
Tesco’s trial uses 42-inch screens hanging from the ceiling along the main horizontal aisle, mini screens on the top of fixtures and a screen at the entrance. Captive audience specialist Instrumental Media Group is managing the project and Kingston Inmedia manages infrastructure.