News America Marketing has added a new at-shelf video advertising option to its roster of SmartSource P-O-P vehicles.Dubbed Push-to-View (P2V), the new ad vehicle consists of a 4.3-inch LCD video screen embedded in a six-by-11-inch aisle violator. It can include up to three buttons to trigger separate, custom video clips with accompanying audio up to 30 seconds in length. Each P2V unit operates independently on batteries that are switched out after 28 days.The new vehicle is available at the 34,000-odd food, drug, mass, convenience, dollar and office stores in SmartSource’s network. Procter & Gamble, Kimberly-Clark and Turtle Wax already are using the devices, John Kelly, News America Marketing’s executive vice president of retail advertising solutions, told the Institute.Turtle Wax is currently employing P2V for an eight-week campaign running at Walmart through the end of June. The company chose the solution as a way to draw shoppers into the automotive aisle and drive trial. “Our newest item, Turtle Wax Rinse Free Wash & Wax, is a product that no longer requires a garden hose to wash and wax your car,” Christine Whitemarsh, senior manager of integrated marketing planning, told the Institute. “Because it was a change in consumer behavior and something that’s completely foreign to the mass industry, we needed to be able to provide educational information at the shelf.”In addition to Rinse Free, Turtle Wax’s P2V content features clips for its premium Ice brand as well as another new product, Black Tire Coat. The company is running the campaign — which also includes in-store demonstrations and local newspaper polybag advertising — at 1,350 stores; 150 locations without the vehicles are being used as a control group to measure sales impact. Stores employing all three campaign elements are showing an initial 155% increase in sales, Whitemarsh said.P&G, meanwhile, employed P2V to promote a shampoo brand at CVS/pharmacy and Kimberly-Clark to plug a diaper brand at Kroger, Kelly noted. SmartSource has offered a ShelfVision Video option since 2007 that plays a motion-activated teaser ad and subsequent clip triggered by a single button. In addition to supporting the three clips, P2V boasts a bigger screen, higher-quality video capability and more accompanying print ad space, according to the company.