The trend: Retailers are beginning to realize that their physical stores are also monetizable media assets.
The vision: It’s easy to imagine brands getting excited about delivering ads close to the point of purchase where roughly 85% of retail sales occur.
The pitch: In-store digital media will drive sales performance, but the bigger opportunity may be brand advertising. The channel could help brands reach and influence consumers at scale, during opportune moments, in brand-safe, contextually relevant environments. It’s akin to traditional TV advertising, and it may be even better in the following ways:
The big takeaway: In-store digital media offers a win-win. For retailers, treating stores as a media channel could unlock brands’ national media budgets rather than just shifting spend from trade and shopper marketing. For brands, this represents a major solution for the rapid deterioration of linear TV advertising and other mass-reach vehicles.
This article originally appeared in Insider Intelligence's Retail & Ecommerce Briefing—a daily recap of top stories reshaping the retail industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.
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