POPAI President Dick Blatt hopes the study will enable POP to be a staple consideration in media plans alongside print and broadcast.
"I think the huge reason [point-of-purchase] hasn't been covered by agencies and media planners in the past was frankly [because] there was never financial incentive for ad agencies to really understand it," Mr. Blatt said.
That is changing as marketers begin basing compensation on the effectiveness of advertising, he said. "We've always tried to dive into the area of measurement, but from a promotions standpoint it's really tough," said Dan McHugh, director-retail sales promotion at A-B. "We're starting to see more and more tools become available in this area, and with the POPAI study we were intrigued by the other consumer groups involved."
MEASURING BUD, BUD LIGHT
The brewer, which currently tracks point-of-purchase ads in-house by creating reports analyzing IRI data and sales numbers, will likely have POPAI track display ads for Budweiser and Bud Light during the summer promotion period, Mr. McHugh said.
POPAI has sought to establish the $13 billion POP business as a measured medium for several years. Its study, which commences this summer, will track 15 to 25 different product categories at 250 supermarkets nationwide. Sponsors pay between $50,000 and $75,000 to participate and receive custom data about point-of-purchase displays for five to 10 of their own brands.