But there’s also a vast, largely untapped opportunity to bring digital advertising inside grocery stores - and news over the past week or so has shown some of the ways that these physical sites are starting to plug in. E-commerce sites and apps have been the primary stomping grounds for retail media to date, and marketers see plenty of opportunities there for innovation. By next year, banner ads, paid search, sponsored listings and other branded advertising with retailers are expected to bring in more than $55 billion next year, according to eMarketer. It’s no secret that retail media has become a burgeoning opportunity that grocers are eagerly maneuvering to take advantage of. The Friday Checkout is a weekly column providing more insight on the news, rounding up the announcements you may have missed and sharing what’s to come. In-store retail media network Grocery TV has introduced 32-inch video screens to display advertisements at the front of stores. There’s a vast opportunity for retailers to bring digital advertising inside grocery stores - but bombarding shoppers with offers as they walk the aisles could diminish the consumer experience. "Combining advanced targeting and measurement capabilities, with the impact of life-sized real-world messaging at the point of sale, in-store media is an incredibly powerful addition to the marketing mix, and we are excited to partner with Cooler Screens to transform the in-store marketing category.The Friday Checkout: As retail media moves into stores, grocers need to proceed with caution "Today's consumer shopping experience bridges the digital and physical worlds, and it's critical for marketers to engage consumers and unify messaging across the shopping journey," said Ari Buchalter, CEO of Place Exchange, in the press release. markets, including New York, Chicago, Miami and Los Angeles. Currently providing more than 90 million monthly views on more than 10,000 screens in 700 retail locations, Cooler Screens can be found in 28 U.S. "As retailers are launching new and evolving formats in their stores and enabling programmatic access to that inventory, this provides the opportunity for our brands to connect with consumers at the point of purchase with a new level of relevance," Megan Pagliuca, chief activation officer of Omnicom Media Group, said in the release.Ĭooler Screens uses contextual targeting to create a connection between brands and consumers immediately prior to selection. Omnicom Media Group will have exclusive access for a limited time to Cooler Screens inventory through Place Exchange, and are looking to drive breakthrough marketing efforts for brands. Cooler Screens can be found in Walgreens, Kroger, Giant Eagle, CVS, Chevron and other locations. Place Exchange, a supply-side platform for programmatic out-of-home media, has partnered with Cooler Screens to deliver in-store digital media and merchandising platforms for the retail market, according to a company press release.Ĭooler Screens, to enhance the in-store experience, is changing retail spaces like cooler doors into smart digital screens that deliver dynamic, targeted in-store retail messaging and merchandising capabilities.
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