IT Strategies Says Marketers Spent $44 Billion on P-O-P Ads

According to I.T. Strategies estimates, worldwide expenditures to print P-O-P advertising in 2002 were around $44 billion. Point-of-purchase advertising consists of displays and signage that communicate the availability of branded products at locations in which the products are sold. P-O-P advertising in considered the last opportunity for brand-manufacturers or retailers to influence a consumer's buying decisions. It's considered a key element of brand-marketing plans, because some research shows that consumers make 70% of their brand purchase decisions in the retail environment.

Analog printing technologies (screen, offset, flexo, gravure and photo) accounted for more than three-fourths of the $44 billion P-O-P ad printing expenditures, with digital-printing (inkjet and electrophotographic) technologies accounting for the other 23%.

The dominant print technology used in 2002 was screen printing, with 46%, followed by inkjet with 18%, offset with 18%, flexo with 11%, electrophotography with 5%, gravure with 1% and photo with 1%.

I.T. Consulting Partner Patti Williams notes that, “As inkjet technology advances in speed and quality, it may take more share away from screen, offset and flexo.” Another I.T. Strategies survey found that most of digital-printing, screen-printing and packaging companies that have installed digital flatbed presses are using the presses primarily for P-O-P work. (I.T. Strategies: www.it-strategies.com)