Russ Curry, Ministry of New Media
Place Exchange, a leading supply-side platform for programmatic out-of-home media, has announced a partnership with Cooler Screens.
Cooler Screens is attempting to revolutionize the in-store experience by transforming retail spaces like cooler (refrigerator) doors into smart digital screens that deliver dynamic, targeted in-store retail messaging and merchandising capabilities. Cooler Screens can be found in leading grocery, drug, and convenience store chains, including Walgreens, Kroger, Giant Eagle, CVS, Chevron, and more.
Arsen Avakian, co-founder and CEO of Cooler Screens said “Cooler Screens brings the power of digital to brick-and-mortar retail. Consumers receive contextually relevant content while they are in a shopping mindset in-store, empowering them to make better decisions. Our partnership with Place Exchange unlocks opportunities for brands to connect digitally and programmatically with consumers inside retail stores when it matters most.”
We are told that the integration of Cooler Screens cements Place Exchange’s position as the largest network of in-store retail media in the US, allowing marketers to deliver point-of-sale advertising to consumers at scale – from storefront to aisle to checkout – seamlessly through the same DSP platforms they already use to drive marketing efforts in other channels such as online, mobile, and CTV.
While many leading retailers have launched online retail media networks, roughly 90% of food, beverage, and health retail purchases still occur in-store. As retailers continue to invest in enhancing in-store experiences with technologies such as cashierless checkout, smart screens, IoT and smartphone integrations, and augmented reality, in-store retail media presents powerful new marketing opportunities for brands looking to reach consumers during the buying process, with engaging, high-impact messaging.
The first client to leverage the integration will be leading global agency Omnicom Media Group, which will have exclusive access for a limited time to Cooler Screens inventory through Place Exchange, and are looking to drive a number of breakthrough marketing efforts for brands.
Megan Pagliuca, Chief Activation Officer of Omnicom Media Group told us “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,”.
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