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MEASURED v UNMEASURED

POP as a medium has long had a chip on its shoulder. Marketers, retailers and producers know that it moves product but it’s never been considered a “measured medium” by the advertising community. As brands and retailers strive to connect with shoppers, where better to do so than where 92% of the money is actually spent: in-store!

The accompanying article today from Ad Age highlights the growth of “unmeasured” media relative to traditionally measured media. People want a return on their advertising and promotion investments. We had a client ask about this just last week. They knew from matched store tests that they got a 29% increase in product sales in stores where they used our custom store fixtures v stores with stock fixtures. To both our client and us, the measure of any medium is the impact on sales.