ASDA trials in store TV, but no sound

ASDA Live is on trial at two locations, which have been set up in different ways to provide more informative research data:

• At York in the north of England, plasma screens have been placed solely on the 'power aisle', with content varied by day-part.
• At Wembley in London, plasma screens have been placed on 11 'lesser aisles', with content varied by aisle.

Content is approximately 20% shopping information, 40% ASDA advertising, and 40% supplier advertising, and is updated monthly. The programming loop lasts 90 seconds in Wembley and 210 seconds in York, while adverts last 15 seconds and promote familiar UK brands such as Fairy washing-up liquid, Nescafé instant coffee and Lynx deodorants.

As yet ASDA Live has no sound because, on top of the possibility of clashing with instore radio station ASDA FM, research suggested that shoppers found it intrusive and off-putting.

The Sound Agency's Chairman Julian Treasure spoke recently on the subject of in-store media at a major WPP conference. If you would like a copy of the presentation, please contact Julian directly at julian.treasure@thesoundagency.com

BACK