Digitalisation of in-store communication

As the Hungarian subsidiary of POS Media Europe, POS Media Hungary has been the market leader in the development of effective in-store communication tools for 10 years, focusing on POS tools for use in integrated communication. With the widespread use of Internet, cell phones and other interactive media, dramatic changes have taken place in the global media market in recent years. Internet achieved the fastest growth in the first half of 2008 in Hungary as well, with advertising spending up by 44 percent. However, TV remains the primary media for advertisers. Competition continues to get more intense, with increasing background noise. In addition to ATL tools, BTL and PR are also essential. In the FMCG market, in-store tools also play a major role in well thought out campaigns. Expenditure on in-store tools has increased in proportion to marketing budgets in recent years. In May, the POP LCD developed by POS Media Europe was tested in the Tesco hyper market in Prague. The monitor located in the POS integrates the possibilities offered by TV with those offered by in-store tools. It is now possible to broadcast an advertising spot in the place of sale, where the message is linked directly to the right product, without any time elapsing between watching the spot and making a shopping decision. Without TV, this tool is also excellent for drawing attention to a specific product within a category.