Adrian J Cotterill, Editor-in-Chief
The consumer electronics chain Mediamarkt and Saturn is launching an in-store retail media network in all of its European branches. We understand that brands can now book ads on the digital signage displays inside stores in Germany, Austria**, Hungary, Luxembourg, Turkey and the Netherlands.
Germany is the biggest market for the chain with 399 locations although in-store ads are now available in 627 stores.
Torsten Ahlers, Managing Director of Media-Saturn Marketing told us “Since the majority of our sales come from brick-and-mortar stores, integrating in-store transactions into the customer journey is a logical and crucial step to provide 360-degree retail media coverage”.
Mediamarkt-Saturn reports that the rollout of in-store ads is already underway in Switzerland and Spain, with completion expected by the end of this year. The service will expand to Belgium, Poland and Italy – where the chain operates under the brand Mediaworld.
** Almost 8,000 screens in Austria have been widely available for programmatic buying via Goldbach Austria for some time.
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