How a European retailer used their in-store media to achieve real-time addressability and measurement

Amidst the rapid evolution of the retail media landscape, it’s no secret that understanding customers and giving them what they want is essential for success. Effective marketing and targeting strategies that generate high-performance campaigns only happen when the right message reaches the right audience at the right time.

However, a physical store’s “one-to-many” environment challenges retailers and brands to achieve the kind of real-time audience engagement and profitable outcomes that have driven online retail media’s success.

To do that, retailers need accurate insights into their in-store shoppers, such as age and gender, and information about the interests and behaviors that drive in-store shopping habits.

Challenging, yes, but not impossible – as Advertima’s In-store Retail Media pilot with a major European grocery retailer recently proved.

Using its existing digital screen network, the European retailer wanted to compare the before and after effects of integrating Advertima’s real-time audience-based activation and analytics solution in 3 stores. The pilot would rely on both static location-based playouts and dynamic real-time audience-based targeting. Target audience reach and engagement and campaign performance would be measured, analyzed, and compared.

In other words, would exposing pre-defined target audiences to real-time campaigns featuring highly relevant content impact reach, engagement, and sales?

Additionally, would real-time audience-based targeting operating at speed and scale help to increase sellable media inventory and incremental revenue potential?

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