ADVERTISING VENUE INCREASES FLOOR SPACE
By Adnews Staff
In the past seven months In-Floor Media of Toronto increased the number supermarkets it is in. In-floor Media installs 24-inch ads flush in the floor of grocery stores. The medium started last fall with four stores in Ontario and Quebec. It is now in 135 stores in those provinces. According to Nielsen Marketing Research, the medium increased sales more than other in-store promotions such as ceiling, on-shelf and grocery cart advertising. Adams Brand Trident gum had a sales increase of 43% while using the in-floor media. Participating stores include Food City, IGA, Dutch Boy, L&M and Knechtel. Advertisers that have used the medium include Kellogg Canada, Kraft Canada, Sara Lee, Lever Bros., Coca-Cola Foods, Warner Lambert, Culinar, Pepsi-Cola Canada and Neilson Cadbury. In-Floor Media is a division of WSP Marketing.