In-Store TV (also called Instore TV, Indoor TV, Digital Signage, Indoor Media, and Indoor Video) is a special Through-The-Line (TTL vs. ATL&BTL) advertising type, which is a new communication channel with the customer, a type of Mass Media that improves sales.
In-Store TV establishes direct communication with the customer at the moment of truth either while waiting in a line or searching for a product/ service. Large LCD panels broadcasting commercial materials, news, entertainment and educational programs can be found in large shopping centres across Latvia. A PC transmits the source signal. Broadcasting and management are performed using special software. Monitors are located at crowding areas, i.e. the primary tenant, restaurant and café area, walk galleries, entrances/ exits and check-out zones. Media professionals believe that this medium is quite promising, yet, not used to its full potential by advertisers at the moment.
In-Store TV first appeared in the 1970s in the USA and then spread in Great Britain, Russia and the Scandinavia where it became an effective tool in the hands of advertisers and a traditional source of information for customers. Such large sales networks as Wal-Mart, Tesco, ASDA, Sainsbury’s (Fresh TV), Selfridges, COSTCO, Vodafone, Spar, Ramstore all have their In-Store TV. Global leading brands, such as Coca-Cola, Nestle, Danone, Evian, Gillette, Colgate, Visa, Heineken, Dove, Procter & Gamble, Land Rover, Renault, BMW, Unilever, and Henkel have appreciated the unique benefits of In-Store TV.
Emergence and development of In-Store TV in Latvia is largely furthered by media inflation affecting television commercials. Time restrictions for TV commercials and toughening legislative regulations with regard to certain categories of goods, including alcohol and tobacco, stimulate the development of new communication technologies and marketing tools. Moreover, an active modern individual spends increasingly less time watching TV and reading newspapers, which means that he/she is being not affected by TV commercials and ad blocks in printed media. Marketing communication follows its audience, first outdoors, over the net, at work and leisure, including actual money spending locations. In other words, In-Store TV is your closest way to the customer!