P&G wants to change the in-store metrics game

09/29/2006 | Advertising Age (tiered subscription model)

Industry experts examined results of a Procter & Gamble-sponsored study designed to bring reliable metrics to the $17 billion annual business of in-store marketing in a presentation at the In-Store Marketing Institute's annual meeting in Chicago. Laura Desmond, CEO of Starcom MediaVest Group, the Americas, said that the long-term goal would be to sell in-store placement in an upfront auction marketplace, like network TV.

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