Co-op to permit third-party ads on in-store TV

The Co-operative Group is to allow third-party advertising, alongside promotions for its own lines, on an in-store television network it is rolling out across its 1,700 UK stores.

London-based ABC Media has been appointed by the group to sell advertising space to brand owners on the point-of-purchase system. It is the first time the company has used in-store TV.

Integrated agency Pavilion has developed and is handling content for the screen network. It will be able to create product ads on a daily basis, using store data such as audience profile, store format and seasonal relevance to refresh and target campaigns.

Co-operative Group marketing and communications manager for food retail Nicola Bannon says: “The ability to communicate with our customers on such a targeted level means we can raise awareness of the depth and breadth of our retail offer.

“Being able to focus communication store-by-store reinforces our commitment to being the community retailer,” she adds.

Although initially to be installed at tills, The Co-op says the flexibility of Pavilion’s content system means screens could appear elsewhere in stores.

Last month, The Co-op consolidated its &£20m media account into Rocket. The agency was understood to have pitched competitively against incumbent agencies MediaCom North, TCS North and Starcom.

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