Thomson to show in-store digital ads

Ads for retailers and holiday goods such as sun-tan lotion are set to appear in Thomson Holidays shops this summer. The company is installing 32-inch digital screens in 100 of its biggest stores and selling space to advertisers.

The screens are being operated by Remote Media group, which is also selling the ad slots, although Thomson will have the final say on which ads are shown.

The digital displays will carry 22 different still images for eight seconds, each on a three-minute loop. Seven of the spots will be reserved to advertise Thomson products, but the other 15 are being sold to companies that are keen to attract holidaymakers. Retailers and tourist destinations have already booked slots, and the screens will go live during August.

The company says that the initiative will bring in revenue, allow in-store messages to be regulated from head office and also save time, as staff will not have to put up point-of-sale materials.

Thomson marketing manager Doug Glenwright compares the scheme to Tesco TV, but says Thomson’s ads can be better targeted and people will be more receptive to holiday-related advertising while they are booking their trip.

“People are much more relaxed and open minded when they are booking a holiday, which can also take up to 30 minutes,” he said.

Thomson is also installing video screensavers on in-store computers which will show ads offering Thomson deals when they are not being used.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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