More than 10 years ago Jorg F. Zinke a former FMCG manager (Jacobs, Mars, Danone, Fuchs/McCormick, P&G) changed to the other side of his business taking his experiences and expertise in brand communication and media to start the development of retail media concepts particularly under the aspect to complete classical advertising campaigns there where buyers decision will be taken >> ultimate goal of advertising.
In 1998 Zinke successfully started with the implementation of “floor ads” (Floorgraphics) as the first retail media format with classical advertising character (standardized, bookable at retail chains, temporary and lasting advertising effectiveness, measurable). In spring 2010 Zinke founded a new company in Frankfurt/Main offering the already established retail media formats (floor ads, security gate ads) but mainly concentrating on new highest reach providing media concepts at the Point Of Sale/Point Of Purchase why he named his company “Reach100 Media GmbH”. The guarantee to achieve 100% reach of all customers/visitors in the supermarket is the substantial and relevant USP of a media format called “running ads”. This media allows to run advertising campaigns on check-out conveyor belts in supermarkets, DIY-stores and drugstore chains.
After the first campaigns for various FMCG and retail brands but also for service providing companies (bank services such as credit cards, touristic, energy, telecommunication, etc.) a further 100% reach media format is now available. A media concept which reaches all target groups at the Point Of Reach (POR). “rail ads” allow advertising campaigns on the escalator handrails in big shopping malls and international airports. This Ambient Media Format is also possible at big supermarkets (mass merchandisers) with more than 2 levels (POS).
The 100% Reach USP is enriched by the fact that the target groups as auditory (user/passenger of the escalators) could not elude the advertising message for the transport duration of 30 – 45 seconds (average) and thus have time and muse to perceive the ad motive and to concentrate on the advertising message.
Since this media format challenges the Creatives of advertising agencies, the ad campaigns are mostly basing on creative ideas that are comparable with sophisticated art >> see rail ads movie . Thus those advertising ideas have the potential to gain cult character. This becomes a real opportunity for agencies to profile their creative capability.