Top 7 most popular supermarket advertising formats

Utilizing advertising formats in supermarkets offers businesses the opportunity to reach thousands of customers daily. These ads are strategically placed across multiple locations to ensure continuous exposure that consumers cannot ignore.

1. Why is supermarket advertising growing in popularity in Vietnam?

Supermarkets appeared relatively late in Vietnam, with the first one opening in Saigon before 1975. However, it wasn’t until 1997 that the supermarket system began expanding nationwide.

Today, supermarkets are widespread across Vietnam’s cities. With price stabilization, diverse products, and modern, spacious shopping environments, many Vietnamese people have developed the habit of shopping daily or weekly at supermarkets.

According to statistics from major supermarkets such as Big C, Lotte, and Aeon Mall, daily customer visits range from 3,000 to 5,000. The average shopping session lasts 30 to 60 minutes, creating numerous opportunities for unplanned purchases to arise.

Recognizing these advantages, media companies have developed supermarket advertising formats that guarantee customer exposure at least once per visit. Continuous, repeated exposure significantly boosts brand awareness.

Supermarket advertising not only helps build brand awareness but also directly and immediately influences purchasing behavior.

2. Popular supermarket advertising formats

All supermarket advertising formats are carefully studied for optimal placement, ensuring maximum visibility for all customers.

2.1. Shopping cart advertising

98% of supermarket shoppers use shopping carts. These carts are everywhere throughout the store. Advertisements are placed on the front panels of the carts using double-sided boards, ensuring both the cart user and surrounding shoppers can see them.

2.2. POSM advertising

POSM (Point of Sale Materials) is one of the most common supermarket advertising formats. It comes in various designs and vibrant colors that easily catch the consumer’s attention.

Common POSM examples include sales booths, standees, flyers, product display shelves, and advertising welcome gates.

2.3. Escalator advertising

Escalators occupy prime locations in supermarkets and shopping malls. Their open design allows ads to be visible to many shoppers on different levels.

Ads are displayed as large posters or decals applied to the glass side panels of the escalators. Even distant or upper-level customers can see these advertisements.

2.4. LCD and Frame screen advertising

For businesses wanting to display images or commercials (TVCs) to better capture customer attention, LCD screens and poster frames are ideal.

• LCD Advertising: Large screens mounted on walls or hanging from ceilings, broadcasting 15-30 second TVCs.
• Poster Frame Advertising: Vertical screens usually installed in elevators or on standing frames throughout the supermarket.

All ads are played repeatedly from 8:00 AM to 10:00 PM daily.

2.5. Security gate advertising

Security gates located at entrances, exits, and cashier areas are also excellent advertising spots. Customers are exposed to the ads while waiting to check out. Decals are applied on both sides of the gate panels.

2.6. Parking lot advertising

Parking lots and underground garages have heavy foot traffic. Medium and small-sized standees or indoor billboards are placed here to attract customer attention.

2.7. Pano & Billboard advertising

Located at the supermarket’s façade, large pano and billboard signs help build brand identity and product awareness. Unlike indoor ads, these also reach traffic participants outside.

Most wall-mounted pano signs are installed on the front or side of the building. Billboard sizes are regulated to comply with urban planning standards.

3. Nationwide full-service supermarket advertising agency

With so many diverse formats, selecting the most suitable advertising method and supermarket chain can be challenging. Costs, implementation, and planning must also be considered.

Sixth Sense Media offers one-stop solutions for all these needs! We provide full-service supermarket advertising across major national chains such as Big C, Co.opmart, Lotte, Vinmart, and Aeon Mall.

For detailed services and pricing, please contact us directly for prompt consultation:

Sixth Sense Media JSC

Hanoi Office:
3rd Floor, No. 6 Nguyen Cong Tru Street, Hai Ba Trung, Hanoi
Tel: (0243) 237 3692
Hotline: 0982 513 898

Ho Chi Minh City Office:
459 Su Van Hanh Street, Ward 12, District 10, Ho Chi Minh City
Tel: (08) 88 589 489
Hotline: 0934 519 516

Email: contact@ssm.vn