PoSitive signs from tobacco gantries

Your analysis on how tobacco companies are struggling to find a marketing voice (MW April 7) prompted an interesting question about the 66,000 tobacco gantries that are now available as point-of-sale sites. The recent restrictions imposed on tobacco companies have opened up a new media opportunity in prime retail locations across the country.

Enterprising brand owners should be examining how to exploit this opportunity and as the gantries are owned by the tobacco companies, they may be keen to supplement their dwindling revenues in the UK by selling the space themselves. If this is the case, the tobacco companies will have to add value to their offerings by providing footfall information and geodemographic targeting tools to any potential advertisers.

How retailers view these gantries may also complicate the issue for media buyers. It is unclear what revenue share the smaller and independent retailer could expect from these kinds of deals. Conversely the big supermarket brands will almost certainly behave as though they own the gantries in their stores and view them as an opportunity for promoting their own-label products. This would complicate any hoped-for national advertising negotiations.

There is no doubt that an effective media channel has emerged now that gantries have been included in the ban on tobacco advertising. Clever brands should find this channel an exciting opportunity.

Orit PelegBy e-mail

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here