Nielsen to measure in-store

VNU has created a new division, Nielsen In-Store. "which will measure consumer exposure to in-store marketing vehicles, including television and radio, shelf talkers, digital signage and other point-of-purchase displays."

The new effort follows up research conducted earlier this year with the In-store Marketing Institute in an effort to develop metrics.

Research was conducted on the metric in 2006 by a consortium of advertisers including 3M, Coca-Cola, Kellogg’s, Miller Brewing, Procter & Gamble, and The Walt Disney Company, in cooperation with retailers including Albertsons, Kroger, Walgreens and Wal-Mart.

The service will be tested in early 2007 and rolled out nationwide later in the year, with global expansion to follow.