Issue Winter 2009

Major Media in the Shopping Aisle

by Matthew Egol and Christopher Vollmer

Marketers are using digital and video technology to reach shoppers at the moment that matters most.

It’s no surprise that marketers face enormous hurdles today in getting their message in front of the right consumers. At the height of the mass marketing era in the 1950s, advertisers could buy commercial time during I Love Lucy or The Ed Sullivan Show and be confident of reaching a huge percentage of their target audience. But no single TV show, newspaper, or Web site offers such widespread access to consumers today. The last bastion of prime-time mass marketing may well be the retail shopping environment, an advertising vehicle that many people would not even consider a communication medium.

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