Selling Where People Buy: The Rise Of In-store TV

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You probably haven’t heard of the Out of Home Video Advertising Bureau, but it’s just been incorporated as the latest advertising trade association. It will serve as a clearinghouse for information about in-store TV advertising, which is still a relatively tiny business by TV ad standards. But the medium is gaining greater acceptance by ad agencies, and advertisers are using it increasingly as a branding vehicle and not just as a promotion tool to move product off the shelf.

Mark Mitchell, evp, ad sales, Premier Retail Networks (PRN) and one of the organizers of the new group, said there’s a...

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