The Benefits of Point of Sale Advertising
What is POS Advertising?
POS Advertising goes by several different names. You may hear it called “Point-of-Sale” or simply “POS,” and it’s also sometimes referred to as “Point of Purchase” or “POP,” for short. It’s a specialized promotion designed to encourage purchases right at or near the register and today’s POS ads are changing all the time. Have you ever purchased a pack of gum because of a tantalizing photo display while in line at the grocery store? Then you’ve experienced the effectiveness of POS advertising.
Exact statistics surrounding POS advertising are difficult to quantify because so many unspoken factors go into a decision to purchase. Even still, it’s a widely held opinion in the branding sphere that POP advertising can greatly impact purchases, in some cases increasing them up to 75%.
Digital POS Advertising
Digital POS advertising (also known as DOOH advertising) is one of the most effective methods, utilizing flexible messaging technology to capture customers’ attention right where they buy. In fact, a 2010 Neilsen study showed that 4 out of 5 brands using DOOH POS advertising experienced increased sales by up to as much as 33%.
One venue DOOH point-of-sale promotions seem to work best is in restaurants. Restaurant point of sale positioning is a bit different than retail because diners have many points of sale, from their tables to the counter to a register. Some fast-casual chains such as Panera Bread Co. are successfully enhancing the guest experience with tablets at their registers, and branded food items (candy, soda, chips) have long been a stronghold of the food and restaurant point of sale market.
Digital has also been transforming traditional tabletop tents at restaurants and diners. Media Caddy, a cutting-edge product in DOOH point-of-sale advertising, allows restaurateurs to show ads to customers right at the table while providing them infotainment and interactive content, too. Media Caddy’s Bar Caddy digital displays even allow sports bars and taverns to tap into inexpensive, totally-flexible restaurant point of sale ads. Research shows these restaurant digital video ads at the point of sale lead to unplanned purchases about 19% of the time! That’s big ROI for restaurants, beverage companies, and white label brands.
What Makes a Good Point-of-Sale Ad?
Particularly with the advent of digital, POS advertising is becoming more and more dependent on professional, high-definition images. The numbers indicate that clear, enticing images of the product being used in a relevant way are the best way to get a consumer to buy it on the spot! Some restaurant point of sale displays show different digital images depending on the time of day: a scrumptious croissant for the a.m. rush; a sandwich at lunch; a moist slice of cake at dinnertime.
Bars, in particular, lend themselves well to digital point of sale media channels. Bar patrons have an extremely long ‘dwell time’ and they’re always happy to have something to look at, talk about, or interact with, so POS solutions that provide infotainment (entertainment, information, and ads) are a natural fit. And since beverages and food specials are often spur of the moment purchases they translate well to restaurant point-of-sale displays right at the bar.
A business’ point of sale advertising display is only as good as the ad itself so it’s important to spend time carefully determining what potential customers want to see. Still images, like billboards, should be image-heavy and contain only the necessary information, and digital video ads need to be engaging and professionally produced. If you’ve got questions about how to make display advertising at the point of sale work for your business, call a marketing firm, an ad agency, or contact a B2B brand like MediaCaddy directly to find out your options.
POS ads are the best value in the industry!