Coca-Cola Co., Colgate-Palmolive Co. and Kraft Food's Maxwell House are participating in a test of a motion-sensitive digital advertising device that is positioned on a store shelf and plays advertising when it is triggered by the movement of a shopper. ShelfAds, a product of POP Broadcasting, is an attempt to tap into the in-store marketing boom, estimated at $17 billion a year. Wal-Mart Stores and Kroger Co. already have committed to in-store media network companies.

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