The term #RetailMedia means different to different people. The most accurate definition might be its simplest one, a vehicle to market to your customer at the point of purchase, or the point of choice.
Today, there is a huge opportunity for retailers to import the digital revolution into their brick-and-mortar locations as well. With contextual messaging delivered to digital displays in the places where people buy, it’s possible to create even greater levels of interest and engagement with a highly motivated buying audience.
Prioritizing in-store media.
Retailers should be prioritizing in-store media and #POSP at the brick-and-mortar locations for future Retail Media development.
First, the phasing out of the third-party Cookie has made ad placements on the web less personalized and therefore, less effective.
Second, customers are starting to ignore #onlineads. In an eye-tracking survey, the majority of the participants reliably ignored on-page advertising while reading webpage texts. People have been tuning out online unless it is relevant for a long time, and most find the adverts intrusive and annoying.
Lastly, retailers have spent billions of dollars building brand recognition on dozens of channels to get customers into the store. Why would you stop here? Just at the point where customers standing in the store, wallet in hand, ready to shop? Customers seeking out first-hand information about your product is the ideal time to target them with relevant content delivered in the correct context.
With the Atlas solution combining a POSP branded stand with a Digital LED screen displaying relevant #contextualadvertising messages for the shopper at the right time, it is a win/win situation.
In addition to the brand saving on budgets for not having to invest in #CAPEX and pay on use per unit, the actual store can also benefit by running adverts in parallel.
