Digital media better connects brands and consumers in refrigerated aisles

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In-store retail media from Cooler Screens and other companies is steadily gaining traction in retail, providing consumers with “cooler” ways to shop and make informed purchasing decisions. Now Cooler Screens helps brands reach shoppers more effectively by partnering with Exchange of placesa programmatic technology platform.

Cooler Screens’ programmatic partnership with Place Exchange would be an industry-first collaboration bringing brands closer to the decision-making process with customers in the cooler aisles of retailers such as Walgreens, The Kroger Co., Giant Eagle and CVS. The latest evolution of the Cooler Screens ad space provides granular, expansive control over a brand’s in-store presence while helping consumers make more informed purchases.

With over 10,000 screens across more than 700 outlets, Cooler Screens enables brands and agencies to reach over 95 million viewers per month. Through programmatic ad slots, consumers can receive contextually relevant branded content while in a buying mindset, enabling them to make better decisions and strengthen their relationship with the product of their choice.

“Cooler Screens’ new advertising offerings provide opportunities for interactive media to connect with consumers through full screen 4K digital screens,” said Arsen Avakian, co-founder and CEO of Chicago-based Cooler Screens. “Programmatic ad buying provides brands with unique, validated advertising solutions at scale to simultaneously increase sales and brand value.”

“Today’s consumer shopping experience bridges the digital and physical worlds, and it’s critical for marketers to engage consumers and unify messaging throughout the buying journey” , added Ari Buchalter, CEO of Place Exchange, based in New York. “Combining advanced targeting and measurement capabilities with the impact of real-life point-of-sale messaging, in-store media is an incredibly powerful addition to the marketing mix, and we’re thrilled to partner with Cooler Screens. to turn category marketing into a store.”

Omnicom Media Group is the first to leverage in-store retail advertising space for programmatic media, interfacing with customers in physical stores across the country. “As retailers launch new, scalable formats in their stores and enable programmatic access to that inventory, this gives our brands the ability to connect with consumers at the point of sale with a new level of relevance,” said Megan Pagliucadirector of activation at Omnicom Media Group, based in New York.

Demand-side platforms, including Salt Lake City-based Quotient, will make it easier to deliver in-store digital media to consumers through Place Exchange integration. Quotient’s demand-side solutions enable ad buyers to better manage large-scale campaign objectives and increase both brand awareness and consideration with contextually relevant ads in store aisles.

This isn’t the first time Quotient and Place Exchange have collaborated. In November 2021, Quotient partnered with Plus Exchange to enable its advertiser clients to reach consumers at the point of sale via In-store audio networkit’s digitalaudio program in supermarket and pharmacy chains.

Meanwhile, another decision point platform can be found in more beer and wine aisles. Texas grocer HEB recently rolled out the Loop video platform to 120 of its stores to share grower stories as well as topics like nutrition, tasting notes and pairing suggestions. The digital system deployed at Schnuck Markets last year and is also used at Harris Teeter and Lowes Foods.

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