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Main Consumer Goods & Retail TV & Entertainment Worldwide POP Print Advertising
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TV & Entertainment / REPORT INFORMATION

Worldwide POP Print Advertising

DateJun, 2003
Pages19
Price / format€3210 / Hard Copy
€3210 / Electronic

€3 210 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 In 2002, US consumers spent more than $3.5 trillion at retail. POP advertising is considered to be the “the last three feet of the marketing plan.” The last chance of
the manufacturers and retailers to influence the consumer to get some of those retail dollars. It serves as a silent salesperson to educate and inform the consumers about a product’s availability and attributes. It is flexible in that it is the only mass advertising medium that can convey the same overall strategic message in differing languages to varying audiences in the same town or city.

This report answers the following questions about POP advertising: How big is it? What is it? Why use it? Who buys it? Who prints it? What printing technologies are used to print it?

Opportunities for Digital Printing

-Digital flatbed printers are very attractive to screen printers used to printing on rigid substrates with flatbed screen printers. High volume digital print shops that currently print on flexible substrates and then mount and laminate to corrugated will purchase to increase productivity.
-Retailers want more specific POP materials thus reducing long runs for brand owners
-Time frames for producing POP decreasing
-Digital can grow by taking share from web offset as well as rigid screen products.
-Pricing for digital becomes more competitive when POP waste is taken into consideration
-The opportunity is for both ink jet and electrophotography. Print shops that have wide format ink jet printers could also use color EP printers and vice
versa.
-Ink jet technology has been somewhat restricted in the POP market because of its inability to print high volumes with consistent quality. As ink jet technology advances in speed and quality, it has the opportunity to take more
share of the POP market from screen, offset and flexo.






It was estimated that the worldwide POP expenditures were $44 billion in 2002. Analog printing technologies (screen, offset, flexo, gravure and photo) make up more than three fourths of the market; digital printing technologies (ink jet and electrophotography) about 25%. The dominant print technology is screen with 46% of the market, followed by ink jet with 18%.




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