MEASURED v UNMEASURED

POP as a medium has long had a chip on its shoulder.  Marketers, retailers and producers know that it moves product but it's never been considered a "measured medium" by the advertising community.  As brands and retailers strive to connect with shoppers, where better to do so than where 92% of the money is actually spent:  in-store!

The accompanying article today from Ad Age highlights the growth of "unmeasured" media relative to traditionally measured media.  People want a return on their advertising and promotion investments.  We had a client ask about this just last week.  They knew from matched store tests that they got a 29% increase in product sales in stores where they used our custom store fixtures v stores with stock fixtures.  To both our client and us, the measure of any medium is the impact on sales.