How Agencies Are Structuring for Shopper Marketing

http://adage.com/article?article_id=148051
Manufacturer investment in shopper marketing has roughly doubled over the past five years to $35 billion, according to Booz & Co., and it is expected to continue to expand at an annual rate of roughly 15%, with some funding reallocated from traditional media and trade promotion. (See chart, right.)

"Shopper marketing is at the same stage that digital was at in the '90s," said Carl Hartman, WPP global team leader. "Everyone got all hot and bothered about digital, and then it turned out to be banner ads." Today, he said, "Everybody knows that reaching consumers at the point of purchase is an important place to reach them. So you have a video screen on a shopping cart. Is that really the big bang?"