X5 Media launched advertising on digital screens in the capital's Pyaterochki

2024: Equipment with digital displays of 100 Moscow Pyaterochki stores

Kh5 Media, which represents a single window of sales of advertising and analytical capabilities of X5 Group, expands the offer for current and potential advertisers in Moscow with new indoor tools. Additional digital displays located in cash zones have appeared in 100 Moscow stores of the Pyaterochka retail chain. This was reported on August 12, 2024 by the X5 Group. It is expected that by the end of 2024 the number of equipped points in Moscow will grow to 1400. Monthly traffic in the zone at the ticket offices averages 60 thousand people.

Previously, this advertising format was available only in several Pyaterochki in Moscow, St. Petersburg and Novosibirsk. Each store houses two monitors in the cash area. Customers can be not only suppliers whose products are on the shelves of retail chains, but also representatives of other areas of business.

"These advertising formats demonstrate very high efficiency, which our partners from completely different industries have already seen. Indoor media for their campaigns are chosen by banks, pharmacies, fashion retailers and even jewelry chains, which used to be mainly advertised on the radio. Installing digital screens in the area near the cash registers gives even more efficiency to the tool, since this is the "hot spot" of any grocery store through which all customers go in one way or another. The combined coverage of such video ads even exceeds audio formats and outdoor advertising. The average monthly coverage of the video format in only one Pyaterochka store is more than 8.5 thousand people, "said Nikolai Shestakov, director of media at Kh5 Group and CEO of the media platform Food.ru.

The minimum duration of an advertising campaign on digital screens in retail outlets of the network is two weeks. The capabilities of X5 Media allow the advertiser to change creative concepts once a week throughout the placement period in order to neutralize the effect of "blurred eyes," since on average customers go to the Pyaterochka store twice a week and manage to view ads at least 8 times. After the end of the advertising campaign, the client can evaluate its effectiveness using the analytical services of X5 Media, and find out how much sales of goods have increased during the period of their announcement. As of August 2024, the average increase is about 23 percentage points, shared in the Kh5 Group.