Encyclomedia Networks Inks Deal with Floor Graphics Inc

Special to ag-IP-news Agency

MUMBAI - The India based EncycloMedia Networks, which delivers solutions and strategies for outdoor and retail advertising in more than 20 countries, has entered into a Joint Venture (JV) with Floorgraphics Inc., the global leader in floor advertising, which holds more than 80 percent of the global market.

As part of the JV, EncycloMedia Networks has acquired the exclusive license in India, Sri Lanka, Pakistan, Bangladesh and Nepal to use the trademarks, trade names, and know-how of Floorgraphics Inc. for the production and sale of FLOORads and proprietary In-Storeplus products such as CARTplus, TAKEplus, SHELFplus, and COUPONplus.

EncycloMedia Networks will design, print and execute campaigns for the retail media network to its clients. Floorgraphics Inc. is present in more than 20 countries with a retail store media network exceeding 20,000 stores. The major chains include Carrefour, Wal-mart, Hippo and AmPm.

It is estimated that an advertiser spends 8-10 percent on retail and point of sale. However, there are brands that spend as much as 50 percent of their budget on retail as they are urban skewed products and it becomes too expensive to advertise above-the-line.

Internationally, it is now common for advertisers to spend 50 percent of their budget on retail advertising. With the entry of organized retail in India, the platform is set for this to grow rapidly.