Brand manufacturers believe digital instore communication will play an increasingly important role in the future, but many do not understand the medium, according to research released this week.
The study by research company RMS on behalf of industry association Point of Purchase Advertising International (POPAI), analysed the views of brand owners, retailers, design and creative agencies, point of purchase providers and digital media companies.
Of the respondents, 40% had no involvement in digital communications at the moment but 85% believed their involvement would increase.
Yet just over 50% said they had little understanding of the medium, with brand manufacturers particularly highly represented in this figure.
"Retailers have got involved quickly but the brands, the people expected to dip into their pockets to justify investment, have very little knowledge," said POPAI general manager Martin Kingdon.
He said the industry needed established criteria and proven business models to help retailers and suppliers make informed decisions.
The research comes as digital instore communication moves higher up marketing agendas. Tesco is close to starting an instore network trial, Tesco TV, while the UK's largest hairdresser Toni & Guy launches a salon network today (Saturday).
Research respondents thought it would take three years for digital instore advertising to become established.