Adrian J Cotterill, Editor-in-Chief
The IAB has released its first retail media report of 2024, focusing on the value of in-store retail media.
The report says “With most retail transactions still occurring physically, there is a growing recognition of the potential in bridging digital advertising with in-person shopping experiences using digital signage” and the report also highlights the value of in-store retail media “in a digital advertising landscape moving towards a cookie-less future.”
You’ll also see that: –
- Video – “full motion” and “on-the-go” video – is featured prominently in the report
- Data is cited roughly 38x, highlighting how in-store retail media makes brick-and-mortar stores more intelligent and analytics-driven
- Execs quoted are from Albertsons, Essence Mediacom, Publicis, Criteo, LiveRamp, CVS, Mars, Target/Roundel, Sephora, Walmart, Colgate
The IAB is launching an In-Store Retail Media working group on February 7 to develop best practices for this space.
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