http://mediax.stanford.edu/video/MarthaRussell.mov

Technology has helped shift the latest "gold rush" for advertisers and media buyers from point-of-purchase to point-of-influence. When advertisers and marketers create messages to persuade what shoppers think and do, they also place bets on which medium is best for the message. Results from new research strongly suggest that marketeres re-think their approach to the question. Point-of-putchase -- both virtual and physical formats -- has benefits for shoppers, retailers and advertisers, but the payoff is different for each, and strategies for optimizing in-store media depend on which benefits have the highest priority.