Highway Billboarding a Store Aisle

I wonder what fee is paid for this gondola-back-as-aisle-Billboard? Conventional wisdom is to maximize product density for maximum sales per square foot. But here the aisle run is broken with shelving removed for a half-height billboard. In a growingly Green consumer world, maybe the pitch is worth the price to highlight eco-friendly cleaners? CLICK the thumbnail for a dead-on view. Would you consider a billboard backer alone enough to create a store-within-store destination? Do you consider this branding or sales promoting point-of-purchase advertising? TAG’ing this concept is going to be a bitch!