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From the couch to the shelf: shopper marketing sector heats up as Hypermedia kicks off with a big’un

You know you’ve done something right (or wrong) if you get a concerned call from Bill Ralston after posting a story. And that’s what happened when we found out Pauline Hanton had resigned from her sales director position at Adshel to take up a role with a retail/instore media outfit supposedly linked to Ogilvy. Turns out the rumours were true and now Hanton, along with Paul Kenny and Suzi Hood in sales, have officially set their new, fully integrated in-store media channel and shopper marketing specialist Hypermedia into the wild, with Countdown as the flagship client.

After just a couple of weeks in the market, Hypermedia is already making the requisite bold claims of amazingness on its website, such as being “New Zealand’s specialist in-store media and shopper marketing company, providing powerful retail solutions to engage shoppers, influence decisions and drive sales” or “combined with qualitative research, we will provide shopper marketing insights never before seen in New Zealand”. There will probably be a few competitors with something to say about that, but, taking over from SmartSource marketing to manage Countdown, Woolworths and Foodtown’s in-store media, which lays claim to the eyeballs of 2.5 million shoppers around the country every week at the all-important point of purchase (and also getting access to around 800,000 One Card transactions), means it’s certainly off to a flying start.

The website says shopper marketing in New Zealand is still in its infancy, despite the fact that two thirds of shoppers make a purchase decision in-store, and “Hypermedia is developing the in-store media channel to become an integral part of today’s media planning process”.

“The company was set-up because things have evolved and the marketing landscape has changed. An increased focus on shopper marketing was required because there’s a lot more emphasis on shopper marketing from brands these days,” Hanton says.

Many FMCG brands also seem to be favouring advertorial type television executions. And Hypermedia is happy to oblige. Ogilvy’s Countdown Colemans have been occupying the solus spot on ONE news at 6.10pm for a while now. And that domination looks set to continue into the new year because from 3 January next year ‘Brands for Smart Shoppers’ will feature in the solus break at 6.15pm Monday to Friday, with the 60 second slot dovetailing into Richard Till’s Smart Shopper and providing “a unique and powerful platform for FMCG suppliers to promote their products”.

“This is without a doubt a premium media space that can either stand alone or be integrated with their full range of instore media solutions,” Hanton says.

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