Shoppers will notice something a little different on their next visit to 7-Eleven.

The convenience retailer has just gone live with 480 full motion digital screens running targeted advertising across its stores nationally.

The new advertising portfolio, Impulse, is being run by digital outdoor media company QMS Media, who landed the sales and marketing rights for the convenience chain’s advertising portfolio six months ago. It has since invested ‘significantly’ in reinvigorating the small format digital network for the retailer.

QSM this week launched the strategically placed panels in store, and said Impulse provides a level of ‘transparency, accountability, immediacy and creative flexibility’ not previously seen in the space. All panels are also aligned with the audience measurement system Move, which QMS said provides advertisers with better insights to target P&C audiences, as well as enhanced planning capabilities.

QMS Media Chief Marketing Officer Sara Lappage said Impulse was a new avenue for P&C and one that allowed for broader engagement with consumers.

“We are excited to bring a refreshed and repurposed digital small format network to market, that delivers quality engagement and awareness far broader than its traditional petro/convenience category remit,” Ms Lappage said.

“Australians love to frequent their local 7-Eleven for everyday essentials, even more so in the current climate, and it is their position at the heart of local communities, that makes Impulse so effective. With the benefit of audience measurement and verification, Impulse is proven as a cost efficient small format opportunity to drive brand awareness and brand building across a range of categories and products.”

Leave a comment

Your email address will not be published. Required fields are marked *