IAB：2023年零售媒體買家指南 Retail Media Buyers Guide

iab

RetailMediaBuyer’sGuide

JULY2023

TableofContents

1.WhatIsRetailMedia? 2

1.1BenefitsofRetailMedia 2

1.2ChallengesofRetailMedia 4

1.3ThePrivacyLandscape 5

2.IntroductionToPlanningforRetailMedia 6

2.1UnderstandingPartnerProperties 6

2.2RetailMediaMakesEverythingPerformanceMedia 7

2.3Closed-LoopMeasurement 9

2.4Onsite 10

2.5Offsite 12

2.6In-Store 13

2.7TheEndemicandNon-EndemicSpectrum 15

2.8UnifyingtheOnlineandOfflineExperienceWithRetailMedia 16

3.FosteringCollaboration 17

3.1UnderstandingPartnerProperties 17

3.2JointBusinessPlanNegotiations 18

3.3ChangingDynamicsandCollaborationAcrossRetailers,Brands,andAgencies 19

3.4RetailMediaBriefingProcess 21

4.DevelopingYourAudienceStrategy 22

4.1IdentifyingtheObjective 22

4.2HowToDevelopanAudienceStrategy 22

4.3First-PartyDataOpportunity 24

4.4BalancingScaleandEfficiency 26

4.5UnderstandingProductDistribution 28

4.6WhatAretheAudienceCapabilities 28

4.7ActivatingYourAudience 30

4.8In-StoreAudienceStrategy 31

5.RetailMediaBuyingandCreativeStrategy 35

5.1OnsiteMediaBuying 35

5.2OffsiteMediaBuying 36

5.3In-StoreMediaBuying 37

5.4CreativePlanningandStrategy 38

5.5TailorCall-To-ActiontotheFunnel-Stage 39

5.6CreativePlanningBestPractices 40

Acknowledgments 41

AboutIAB 45

ContactInformation 47

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1.WhaTIsReTaIlMedIa?

1.WhatIsRetailMedia?

1.1BenefitsofRetailMedia

Retailmediaisaformofdigitaladvertisingthatallowsbrandstopromotetheirproductsorserviceswithinaretailer’se-commerceplatformorphysicalstore.Itinvolvestheuseoftargetedadvertisementsand

sponsoredcontentthatisdisplayedtoshopperswhiletheybrowseandmakepurchases.Retailmediaisarelativelynewconcept,butitisquicklygainingpopularityduetoitsabilitytoprovidebrandswithhighlytargetedadvertisingopportunitiesandretailerswithanewrevenuestream.

Oneofthemainbenefitsofretailmediaisitsabilitytoprovidehighlytargetedadvertisingopportunities.Byleveragingcustomerdataandanalytics,retailerscandeliveradsandpromotionstocustomerswhoaremostlikelytobeinterestedintheirproducts.Thismeansthatbrandscanreachcustomerswhoarealreadyinashoppingmindset,increasingpropensitytopurchase/convert.Inaddition,retailmediaallowsbrandstomeasuretheeffectivenessoftheiradvertisingcampaignsinreal-time,allowingthemtooptimizetheirstrategiesforbetterresults.

Forretailers,retailmediarepresentsanewrevenuestreamthatcanhelpoffsetthecostsofrunningane-commerceplatformorphysicalstore.Retailmediaalsoallowsretailerstoprovideabettershoppingexperiencefortheircustomersbydisplayingtargetedadsandsponsoredcontentthatisrelevanttotheirinterests.

Note:*UsingtheIABestimateof$900millioninsearchadvertisingrevenuesin2002.**Excludessearchadrevenuesfromretailmediaadvertising

Methodology:Estim?atesarebasedontheanalysisofvariouselementsrelatedtotheadspendingmarket,includingmacro-leveleconomicconditions;historicaltrendsoftheadvertisingmarket;historicaltrendsofeachmediuminrelationtoothermedia;reportedrevenuesfrommajoradpublishers;estimatesfromother

researchfirms;datafrombenchmarksources,consumermediaconsumptiontrends;consumerdeviceusagetrends,andeMarketerinterviewswithexecutivesatadagencies,brands,mediapublishers,andotherindustryleaders.

Source:eMarketer,Oct2022

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1.WhaTIsReTaIlMedIa?

Retailmediaisconsideredthethirdwaveofdigitaladvertisingbecauseitcombinesthetargetingand

measurementcapabilitiesofdigitaladvertisingwiththescaleandreachoftraditionaladvertising.Thefirst

waveofdigitaladvertisingwassearchadvertising,whichinvolvedplacingadsonsearchengineslikeGoogle.Thesecondwavewassocialadvertising,whichinvolvedplacingadsonsocialmediaplatformslikeFacebook.

Theopportunityforretailmediaisvastandencompassesvariousareas,includingonsite,offsitedisplay,socialcommerce,CTV,andin-storedigitaladvertising.

resultpages,productpages,andcategorypages.Theseadscanbehighlytargetedbasedonthe

customer’ssearchhistoryandpurchasebehavior,makingthemmorelikelytoconvert.

?Onsiteretailmediainvolvesdisplayingadswithinaretailer’se-commerceplatform,suchassearch

GoogleDisplayNetwork,orTTD),whichcanhelpincreasebrandawarenessanddrivetraffictoa

?Offsitedisplayretailmediainvolvesdisplayingadsonthird-partywebsitesandapps,(i.e.Criteo,

retailer’swebsite.

Pinteresttopromoteproductsanddrivesales.Retailerscancreateshoppablepostsandadsthatallow

customerstopurchaseproductsdirectlyfromtheplatform.

?SocialcommerceretailmediainvolvesusingsocialmediaplatformslikeInstagram,Facebook,and

TV.CTVoffersretailerstheopportunitytoreachcustomerswhoareincreasinglyshiftingawayfrom

traditionalcableTVandtowardsstreamingservices.

?CTVRetailMediainvolvesdisplayingadsonstreamingTVserviceslikeHulu,Roku,andAmazonFire

audio,digitalsignage,productdisplays,location-based,notifications,andinteractivekiosks.In-store

retailmediacanhelpincreaseproductawareness,promotenewproducts,anddrivesales.

?In-storeretailmediainvolvesdisplayingadsandpromotionalcontentwithinaphysicalstore,suchas

Source:IABIntrotoRetailMediaCourse,2023

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inplanningandexecutingacrossanRMNecosystem.Thisrequiresacquiringtherightexperienced

talent,buildingtherightmodels,andworkflows.Also,thereissignificantcompetitionforRetailMedia

talent,andthereisoftenasignificantgapinRMNknowledgeacrossdifferentagencies.Agenciesare

increasinglytaskedwithhelpingclientsensureoptimalmediaspendingwithoutduplication.

?Consumersarepromisedamorerelevantshoppingexperiencethroughbetter-targetedadswithRMNs.

However,thereisapotentialriskofadegradedconsumerexperienceviaadoverloadifmonetization

pressuresaren’tcalibratedagainstwhatconsumerswillfinduseful.Therefore,itisvitaltomaintain

consumertrustinwhattheyareseeingviasearchanddisplaybydisplayingthebestoptionsratherthan

onlyshowingsolutionsthathavepaidtoplay.

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1.WhaTIsReTaIlMedIa?

1.2ChallengesofRetailMedia

RetailersAreBecomingMediaCompanies

Source:IABIntrotoRetailMediaCourse,2023

Theriseofretailmedianetworks(RMNs)offersbothretailersandbrandsahostofexcitingpossibilities.

However,despitethemanyproposedbenefits,therearestillseveralobstaclesstandinginthewayofrealizingRMN’sfullpotential.Toovercomethesechallenges,itiscriticaltoidentifyandaddressthemhead-on.

datamanagement,media,andadtech.Thesecompetenciesarenottypicallyfoundinthecorebusiness

ofretailing,whichmeansretailersmustcreatestandalonefunctionstohandleRMN.Inaddition,

consistentandgranularclosed-loopmeasurementonspendwithinretailmedianetworksincreasesthe

likelihoodofunlockinginvestment.

?RetailersfacethechallengeoflaunchingasuccessfulRMNthatrequirescompetenciesincustomer

retailer’sRMNtohaveaclearanddistinctvaluepropositiontoattractincrementalinvestment/revenue.

RMNsprovideforboth“upper-funnel”brandbuildingand“l(fā)ower-funnel”performancemarketing,whichblurs

thetraditionalrolesbetweencommercialandmarketingfunctions.Theimpactofbrandslookingtoincrease

themoneyspentwithintheirRMNscanmeanretailersarewillingtoacceptmorenewSKUsthanbeforeto

creategreaterauctiondensityonmorekeywords.Thiscreatesmorecompetitiononlineandin-store.

?Agenciesfacethechallengeofbuildingfull-capabilityteamsthatcanguideclientsstrategicallyand

?BrandshaveanabundanceofchoicesintermsofwheretoinvestinRMNs.Itisthereforeessentialfora

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1.WhaTIsReTaIlMedIa?

Overall,becauseRMNsrepresentoneofthebiggestshiftsinadvertisingindecades,significantchallengesandobstaclesaretobeexpected.Overcomingthemrequirescollaborationacrossstakeholderswithin

companies,betweenbrandsandretailers,andacrosstheindustry.Byidentifyingandaddressingthesechallenges,RMNscancontinuetogrowandthrive,providingbenefitsforallstakeholdersinvolved.

1.3ThePrivacyLandscape

Thechangesindataprivacyregulations,suchastheEU’sGeneralDataProtectionRegulation(GDPR)andtheCaliforniaPrivacyRightsAct(CPRA),alongwithplatformchangeslikeApple’sidentifierforadvertisers(IDFA),havemadeitmoredifficultforbrandstoaccessandusecustomerdatafortargetedadvertising.

Thishasresultedintheneedfornewsolutions,suchasretailmedia,thatallowbrandstoleveragefirst-

partydataandreachcustomersinaclosed-loopenvironment.Retailmediaprovidesawayforbrandstotargetcustomersbasedontheirshoppingbehaviorandpreferences,withtheaddedbenefitofclosed-loopmeasurementtotracktheeffectivenessofcampaigns.Thishashighlightedthevalueofretailmediaasareliableandeffectiveadvertisingchannel,particularlyinalandscapewheredataprivacyandmeasurementarebecomingincreasinglychallenging.

However,itisimportanttonotethatthisincreasedrelianceonfirst-partydatacomeswitharesponsibilitytoadheretoconsumerprivacy.Brandsandretailersmustensurethatthedatatheycollectisusedethicallyandtransparently,andthatconsumershavecontrolovertheirdataandhowitisused.Failuretodosocanresultinlossofconsumertrust,legalrepercussions,anddamagetobrandreputation.Adheringtoconsumerprivacynotonlyprotectstheconsumer,butalsosupportsthelong-termsuccessandgrowthofretailmedia.

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2.IntroductionToPlanningforRetailMedia

2.1UnderstandingPartnerProperties

Planningandexecutingamediainvestmentstrategyintheageofcommercemediarequiresclose

collaborationbetweenretailersandbrandstoensurealignmentbetweenbusinessgoalsandtargetaudiences.Attheexecutivelevel,businessgoalssuchassalesgrowth,profitability,marketshare,in-storevisibility,andsuccessfulvelocityonnewproductlauncheswilldictatethecompetitivestrategy.Consequently,thesebusinessgoalsdirectlyimpactmediastrategyandplanning.

Developingamediainvestmentstrategythatalignswithenterprise-levelandbrand-levelgoalsrequiresaclearunderstandingofthetargetaudience,howthataudienceconsumesmedia,andeventually,howtheyconsumeyourproduct.Itisalsoessentialtoconsiderhowvariousmediachanneloptionswill

impactbehavioratdifferentpointsinthecustomerlifecycleandhowtheconsumerwillreachtodifferentmessaging,offersorpersonalizationefforts.

Moreover,asmoreretailplatformstransformtheirabilitytocaptureandactivateshopperdata,marketersaregettingbetterequippedtomanagepersonalizationstrategiesandbenefitfromamoredirectlinetofull-funnelperformancemeasurementandvalidation.Asaresult,theplanningprocessnowrequiresacomprehensiveunderstandingoftheadvertiser’stotalrelationshipwitheachretailpartnerandcommercemedia’sinfluenceonthemedialandscape,althoughmanyfundamentalsoftheprocessremainthesame.

Theintegrationofretailmediaintoaholisticbrandplanisimportantasactivationsspanbothtacticaloperationsandmarketingtouchpointssuchasdrivingtraffic

acrosstactics.Thegoalistotransitionfrom“infosharing”betweenteamstoexecutingacrossfull-funnelplanning.

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2.2RetailMediaMakesEverythingPerformanceMedia

Retailmedianetworkshaveevolvedtoofferarangeofsolutionsthatcanbeutilizedtooptimizeperformanceandachievebusinessobjectives.Toeffectivelyleveragethesesolutions,itisimportanttotakeatop-downapproachandprioritizeretailersandbudgetsbasedonthedesiredbusinessoutcome.Thiswillenable

brandstoallocatetheirresourcesinawaythatdrivesthegreatestimpactandresults.

Oneofthekeyadvantagesofadvancedretailmedianetworksistheabilitytocreatecustomaudiencesusingfirst-partydata.Thisenablesbrandstotargettherightmessagetotherightaudienceattherighttouchpoint,therebyimprovingtheeffectivenessoftheircampaigns.Byaccessingaretailer’sfirst-partydata,brands

canalsogainvaluableinsightsintoshopperbehaviorandpreferences,whichcaninformtheirtargetingandmessagingstrategies.

Itisimportanttoovercometheperceptionthatretailmedianetworksareonlyconversionfocused.Brands

shouldrecognizethevalueofthesenetworksinbuildingstrongerpartnershipswithretailers,enablingsalesandcustomerdevelopmentsupport,andaccessingfirst-partydataforprogrammatictargeting.Additionally,insightsandshopperteamscanbenefitfromtheabilitytobetterunderstandtheshopperbyretailer,whilemeasurementandfinanceteamscanappreciatetheclosed-loopreportingcapabilitiesthatmanyretailmedianetworksoffer.

Tooptimizeperformanceandachievebusinessobjectives,itisimportanttohavefluidityinbudgetallocationbothwithinandacrossaccounts.Brandsshouldbewillingtoallocatetheirresourceswheretheyhavethe

bestchanceofperformingbasedonthecriteria.Inaddition,asecondlayermappingtothevariouspartsoftheshopperjourneywithcorrespondingdigitalmediaKPIscanbeconsidered,includingbrandawareness,performance,andbrandloyalty.

Source:Google

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Inthisnewviewoftheconsumerfunnel,retailmedianetworkssquarelysupportexposure,exploration,andevaluationmodesofconsumershoppingbehaviorprovidingbranding,consideration,andfinaldecision

making,squarelymeetingtheneedsofthedigitalcustomerjourney.Bytakingaholisticapproachtoretail

mediaplanningandprioritizingbusinessoutcomes,brandscanachievehigher-levelbusinessgoals,includingsalesgrowth,householdpenetration,newcustomeracquisition,contributionmargin/profitability,and

category/marketsharegrowth.Thisapproachwillenablebrandstoreachcustomerswheretheyareintheirjourney,drivinggreaterengagementandultimatelyimprovingperformanceagainsttheirKPIsorobjectives.

LevelsofRetailMediaEvaluation

Source:MARSAgency,2022AQuickLookAtRetailMediaMeasurement

Asmoresuppliersmovetofull-funnelplanningfortheirbrands,itismoreimportantthanevertostartwiththepreferredbusinessoutcome,thenmoveintoretailerprioritization,budgeting,andtacticalplanning

againstindividualKPIs.Brandswillthenseetheirmedia“perform”inamyriadofwaysthatsupporttheneedsofthebusiness,reachingcustomerswheretheyareintheirjourney.

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Retailmediaprovidesauniqueopportunityforclosed-loop

measurementasitenables

advertiserstoconnectthedotsbetweenadexposureandsales.Byleveragingfirst-partydataandtrackingsalesdataacrossall

channels,includingin-storeandonline,retailmedianetworkscanprovideadvertiserswithamorecompleteviewofthecustomerjourneyandtheimpactoftheiradvertisingefforts.

Retailmedianetworksusevariousattributionmodels,suchaslast-

touch,multi-touch,andassisted

sales,toassigncredittodifferenttouchpointsalongthecustomer

journey.Additionally,retailersoftenhaveaccesstodataonin-store

salesandfoottraffic,enabling

themtotracktheimpactofonlineadvertisingonin-storesales.

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2.3Closed-LoopMeasurement

Source:Closed-LoopMeasurementIsWhatMakesCommerceMediaStandOut—RetailTouchPoints

Forinstance,abeautyretailermayuseclosed-loopmeasurementtoanalyzetheimpactofitssponsoredlistings,emailcampaigns,andsiteplacementsonsalesofanewlineofskincareproducts.Bytracking

salesattheSKUlevelandusinga14-dayclicklookbackwindow,theretailercandeterminewhichchannelsaredrivingthemostconversionsandallocateitsmarketingbudgetaccordingly.

Anotherexampleofthevalueofclosed-loopmeasurementinretailmediaisassessingassistedsales,

whichlooksatadinteractionsthatmayhavehelpeddriveasaleevenifthoseadinteractionsdon’treceive

explicitattributioncredit.Thistechniqueprovidesamoreholisticviewoftheconsumerjourneyandallowsadvertiserstobetterunderstandwhichtypesofadinteractionsarecontributingtodrivingsales,regardlessoftheattributionrulesofagivenretailmedianetwork.

Overall,retailmediaprovidesarobustclosed-loopmeasurementsolutionforadvertisersseekingtomaximizetheeffectivenessoftheirmarketingspend.Byleveragingfirst-partydata,attributionmodels,andtargeted

adformats,retailmedianetworkscanprovideadvertiserswithacompleteviewofthecustomerjourneyandenablethemtooptimizetheirmarketinginvestmentsaccordingly.

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2.4Onsite

Source:IABIntroductiontoRetailMediaCourse,2023

Onsiteretailmediareferstoadvertisingplacementsandformatsthatappearonaretailerswebsiteorapp.Advertisingfoundon

isintendedtoconnectwithshoppers,andensuretheyconnectwiththepaidbrand,whileinashoppingstate-of-mind.Itisanopportunityforthatbrandtoshowcaseitsproductset,howtouseit,anddemonstratehowitfitsintotheshopper’slifestyleandneeds.Onsiteadvertisingcanconsistofbothendemicand

non-endemicadvertisers.Oneofthekeybenefitsforretailersinleveragingonsiteads,istheirabilitytokeeptheshopperontheirwebsite.Generallyspeakingtheseadsclickinternally,butinsomecasestheycanlinkexternallyfornon-endemicadvertisers.Thisisuptothediscretionoftheretailertodetermine.

Thereareseveraldifferentadformatsthatcanbeusedinonsiteretailmedia,including:

?SponsoredProducts:Theseareproductlistingsthatappearprominentlyinsearchresultsandproductpages.

oftenappearingatthetopofsearchresults.

homepageorcategorypages.

?SponsoredBrands:Thesearebanneradsthatfeatureabrandlogoandshowcaseseveralproducts,

?DisplayAds:Thesearebanneradsthatappearonvariouspagesofthewebsiteorapp,suchasthe

?VideoAds:Theseareshortvideoadsthatcanbeplayedbefore,during,orafteravideoonthewebsiteorapp.

Whenapproachingaudiencestrategyandmediaplanningforonsiteretailmedia,

brandsshouldconsidertheirtargetaudience,theirpurchaseintent,andthestageofthecustomerjourney.It’simportanttounderstandthespecificcustomerbehaviorsandpreferenceswithinthee-commerceplatform,andtailortheadformatand

messagingaccordingly.

Forexample,abrandsellingrunningshoesmighttargetpeoplewhohavepreviouslypurchasedworkoutclothesonane-commerceplatform.Theymaychoosetousesponsoredproductsordisplayads,andhighlightthekeyfeaturesoftheirshoes,suchasbreathabilityordurability.

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Anotherexamplecouldbeaconsumer-packagedgoods(CPG)brandtargetingfamilieswithyoungchildrenwhooftenpurchasesnacksonline.Thebrandmayoptforsponsoredbrandsordisplayadsandfocusontheconvenienceandhealthbenefitsoftheirsnackproducts.

Asuccessfulonsiteretailmediacampaignshouldbebothtargetedandcreative,

withmessagingandvisualsthatresonatewiththeaudience.Brandsshouldalso

trackandanalyzetheircampaignperformancetooptimizetheirmediaplanningandimprovetheirreturnoninvestment.

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2.5Offsite

Source:IABIntroductiontoRetailMediaCourse,2023

Onsiteretailmediaishighlyvaluableasitmeetstheconsumerinakeymomentofactiveand/orlast-mileshoppingbehavior.However,offsitemediacomplementsbyexpandingthereachofaretailer’saudienceacrosssearch,social,display,CTV,andotherengagingformats.Byleveragingaretailmedianetwork’sfirst-partydata,

offsitemediacanhelpbrandsscalecampaigns,driveawareness,andreachnewhouseholds.

Whileopportunitiesonsitearerestrictedbyavailableadspace

andshopperpagevisits,offsitemediaallowsbrandstoscaletheircampaignsandreachnewaudiences.Byincorporatingthird-partydataavailableinmanydatamarketplaces,advertiserscantargettheircategorytoincreaseshareandrunconquestingcampaignsagainstcompetitorstofurtherincreasewalletshare.

Itisimportanttonote,however,thatitmaybeafallacytofullycreditonsitemediawitheveryoutcome.

Brandsneedtoleverageotherimpressionopportunitiesacrossthemediamix,consideringthefullscopeofconsumer“timespent.”Byinvestinginmediaacrossawiderangeofoffsitechannels,advertiserscanbetterreachtargetaudiencesandmeasureretailoutcomes.

Offsitemediaincludesanydigitalpropertynotownedandoperatedbytheretailer,suchasweb,app,

display,social,CTV,audio,digitalvideo,DOOH,andin-game.Brandsthatexecutemediacampaigns

througharetailmedianetwork’soffsiteofferingareleveragingtheretailer’sfirst-partydatafortargetingandomnichannelclosed-loopmeasurement.Offsitemediaisoftenboughtthroughathird-partyplatformorpartneroftheretailer.

Inconclusion,thepowerofretailmediaisrootedinleveragingretailerfirst-partydatafortargetingand

omnichannelclosed-loopmeasurement.However,wherethebrand’smessagemediaisbeingdeliveredis

criticalaswell.Brandsmustmeetconsumerswheretheyare,andthatwon’talwaysberetailerwebsitesorownedinventory.Allbrandswhobuymediathroughretailmedianetworksmayneedtoincorporateoffsiteintotheirstrategy,especiallyfordrivingawarenessofnewbrandsandshowcasingavailability.Offsiteallowsbrandstodirectbuyerstotheretailchannelsthataremostprofitableandimportanttothem.

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2.6In-Store

Source:IABIntroductiontoRetailMediaCourse,2023

In-storeretailmediareferstotheadvertisingandpromotional

contentthatisdisplayedwithinaphysicalretailenvironment,suchasproductdisplays,signage,videoscreens,andotherformsof

marketingcollateral.Theopportunityinin-storeretailmedialiesintheabilitytoreachshoppersatthepointofpurchase,whentheyareactivelyengagedintheshoppingexperienceandmakingdecisionsaboutwhichproductstobuy.

Someofthebenefitsofin-storeretailmediainclude:

targetspecificdemographics.

?TargetedAdvertising:In-storeretailmediaallowsadvertisersto

proximitytotheproductsbeingadvertised,makingshoppersmore

inclinedtopurchasethoseproducts.makepurchasedecisions.

?HighVisibility:In-storeretailmediaishighlyvisibleandisinclose

otherwisegounnoticed,orbyencouragingcustomerstotrynewproducts.

?IncreasedSales:In-storeretailmediacanhelpincreasesalesbypromotingproductsthatmight

whichproductsaremostpopularandwhichmarketingmessagesresonatebestwithshoppers.

?Data-DrivenInsights:In-storeretailmediacanprovidevaluableinsightsintoconsumerbehavior,suchas

Overall,theopportunityinin-storeretailmedialiesinitsabilitytoconnectwithshoppersatthepointofpurchase,drivesales,andprovidevaluableinsightsintoconsumerbehavior.Astechnologycontinuestoevolve,theuseofin-storeretailmediaislikelytobecomeevenmoresophisticated,withtheabilitytopersonalizeadvertisingmessagesandtrackcustomerbehaviorinrealtime.

entering,aphysicalretaillocation.

?In-Store:Anydigitalmedia(audio,visualormobileapp)thattakesplacewithinthewalls,orupon

digitally(i.e.instorephysicaldisplays,signage,oriftheretailer’scircularismadeavailableforin-

storeconsumption).Typically,thesetacticsarenotplacedbythemediaagency(buttheycanbe),

reservedveryfarinadvance,andcanbeaflatfeeorCPMbased.

?Offline(In-Store):Therearemanytacticsthatareactivatedatshelforin-storethatarenotserved

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proximityofaretailer.Thischanneloffersthebenefitsoftraditionaldigitalvideomediawiththe

uniqueabilitytodriveawarenessandpurchaseintentjustbeforeaconsumergoesinsideofa

retailstore.OnTheGoVideooffersbrandsbothscaleanddata-drivenaudience-basedbuying

capabilitiesrangingfromgeographic,demographic,behavioral,andcontextual.

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shopper’sdeviceandareservedwithinthephysicalstore.Theadsthatreachtheshopperdirectly

in-storeusuallyoccurontheirmobiledevice,i.eapushnotificationorcanbeaccessedbya

separatedevicein-storelikedepartmentspecificdigitalscreens,digitalshelf-talkers,orscreens

atself-checkout.(Adsthattargetshoppersontheirmobiledevicescanalsobeconsideredonsite

mediawhentheshopperisusingtheretailersmobileapp)Also,therearethird-partyshoppingapps

thatreachtheshopperwhiletheyareinthephysicalstoreandencourageengagementin-aislewith

theproductsorapost-purchasereceiptredemption.

。Digitalaudiocanrunthroughoutthedaywithintheretailervenuewithmultipleadsrunninginrotation

。Push-notificationscanbetriggereduponentrytothephysicalstore,drivingtoaspecificaisleordisplay

。Screensthroughoutthephysicalstore(i.e.storeentry,coolersurfaces,smartcarts,shelftags,menuboards,interactivekiosks,pharmacy,self-checkout),caninform,engage,anded