A Guide to Competitive Media

RAB's new Competitive Media section gives you complete access to the latest information profiling 10 competitive media. Each profile contains a complete whitepaper as well as the advantages, disadvantages and plus Radio for each medium.

This section also gives you the option to build custom media profiles reflecting specific talking points in a colorful, street-ready one sheet.


  • 91% of all shoppers make unplanned purchases. (Miller Zell, 2010)

    More shoppers (70%) say they are engaged by end-of-aisle signage than by merchandising displays (62%), department signage (58%), shelf strips (55%) or shelf blades (50%). (Miller Zell, 2010)

    According to a study by Miller Zell, in-store advertising appears to be the most effective with Millennials, women in general, and middle-income shoppers. (Miller Zell, 2010)

    Some 51% of unplanned purchases take place in-aisle, while one-third of unplanned purchses take place at end caps. (Miller Zell, 2010)

    Based on a 2009 survey, more shoppers (32%) rated in-store signage as "very effective," when compared to out-of-store advertising (27%) in raising product awareness and communicating benefits. (Miller Zell, 2010)

    A Miller Zell survey found that in-store advertising was most important to drug store customers (when compared with grocery and mass merchandise shoppers). (Miller Zell, 2010)

    Thirty-eight percent of U.S. shoppers said they have used their mobile devices to help make a final decision for an in-store purchase. (Corporate Executive Board, 2011)

    Grocery shoppers were asked which of the following in-store shopping aids they found helpful: Aisle directional signage, 45%; in-store circular, 26%; message on the shelf, 17%; touch-screen device, 7%; in-store PA announcement, 3%; in-store TV, 2%. (M/A/R/C Research, 2009)

    A 2011 survey by The NPD Group showed that among those shoppers who made in-store impulse purchases, the main reasons were "saw it on promotion" and "saw it in the store and remembered it was needed." (The NPD Group, 2011)

    According to a 2010 GfK MRI survey, 30% of respondents said they had seen a "place-based" video ad in the past 30 days. The most popular venues: Stores, 19%; shopping malls, 15%; restaurants, 11%; medical offices, 11%; bars/pubs, 9%; airports, 8%; gyms/health clubs, 7%. (Brandweek, 2010)

  • Placement: P-O-P advertising can be placed almost anywhere in stores – next to merchandise, on shopping bags, at the checkout counter, even suspended from the ceiling or laminated into floor tiles.

    Targeted: P-O-P is most effective when it is positioned to reach a clearly defined consumer target closest to the time of purchase.

    Effective: Place-based advertising directly affects sales, brand switching, portfolio purchasing and multi-unit sales.

    Influential: P-O-P advertising gives retailers the opportunity to influence consumers in a competitive environment.

    Incremental Sales: P-O-P advertising can persuade shoppers to purchase additional quantities of a product, or to buy related products that are merchandised together.

  • Limited Reach: By definition, place-based advertising only reaches that small group of consumers walking past displays, waiting at the checkout counter, or carrying their bags to the car. Moreover, studies show P-O-P marketing works best when geared toward younger, single, less-affluent shoppers.

    Product-Oriented: Place-based advertising influences what products consumers may buy, but not where they will buy them. Though often effective for improving product sales, place-based media inherently are limited in their ability to attract new customers, build traffic, and improve market awareness for retail advertisers.

    Consumer Perception: Many consumers report that in-store TV monitors, electronic signs, and in-store broadcasting have little impact on them as they shop they also claim that these devices blend into the environment.

    Limited Targeting: Despite its key placement, general-reach, place-based advertising such as in-store television delivers limited results and can be prohibitively expensive.

  • Excellent Reach: By adding Radio to your place-based promotions, you can greatly enhance the frequency and impact of your campaign. Radio reaches consumers everywhere -- at home, in the car, at work and on the street. On a typical day, 72% of adults 18+ listen to the Radio.(Arbitron RADAR 108, 2011)

    Product and Retailer Oriented: Radio is a synergistic companion to P-O-P advertising. If you want to promote a specific product or service, Radio can deliver the customers you want, and even offer on-site broadcasts that are proven marketing winners. By using a combination of Radio and P-O-P advertising, you can “sell the store” as well as increase average unit sales.

    Personal Connection: The Radio Ad Lab study shows Radio listeners connect with their Radio station and its advertisers. Create an image and awareness for a product before consumers see the Point-Of-Purchase, making the POP more effective.

    Targetable: Place-based media targets highly likely potential prospects…and Radio will expand the targeted reach and message frequency of your program. Because each format attracts a specific segment of the population, Radio can help you influence your best prospects effectively and efficiently by age, gender, race, income and lifestyle.

Other Competitive Media Resources

In this section, you'll find links to information profiling media OTHER than radio. Below are links to Weekly Sales Meetings, Whitepapers, special reports and other articles that you can use to help your advertisers understand the important role of Radio in supporting ANY marketing effort.

Please make your selection from the lists below and don't forget, you can always call RAB's Member Response Helpline at 1-800-232-3131 for more information.