Point-of-sale advertising has stood out as an ambient medium with the biggest growth in recent years. This was compounded by the saturation of traditional media advertising and the fact that consumers make 70% of their purchasing decisions at the point of sale. Consumers perceive ad formats at the point of sale positively and in them they seek additional information and assistance in making the right choices. Point-of-sale ad formats offer advertisers channels through which they reach the buyer and through which they end their advertising process (media mix) in the right place – where the consumer is at the time of the purchase process.