There’s an extensive article on in-store media that was just released by Strategy+Business magazine. The article points out that most of the in-store marketing vehicles—video ads, TV networks and smart carts, for example—are limited in the availability. In order for them to gain mass reach, the whole marketing ecosystem—which includes brands, agencies, media and technology companies—has to address some important challenges:
- Determine the best mix of content and technology that makes the experience valuable for consumers.
- Better and more standardized metrics must be agreed upon.
- Better integration on in-store advertising with other in-store promotions, display activities and national media efforts.
The article also looks at where the dollars for in-store media will be coming from. Interestingly it notes:
As it relates to promotions and analytics, the article points out the following:
Read the full article at Strategy + Business