RETAIL MEDIA – THE FUTURE OF RETAIL MARKETING

Connecting online and offline worlds offers numerous advantages for both brands and retailers. Retail media utilises retail platforms and channels so that brands can address their target group directly where purchasing decisions are made.

Since its foundation in 2012, the pilot Screentime team has been implementing digital signage and retail media projects for small and large customers. Numerous digital screens have been installed at POS locations and over time we have gained a deep understanding of what matters when it comes to screen sizes, placements and advertising impact. Above all, we offer the option of operating the installed screens on behalf of our customers, thereby reducing the workload for marketing, sales and IT management.

CONNECTION TO PHYSICAL STORES

Retail media can be integrated into brick-and-mortar retail through digital signage – making brands more visible and the communication more relevant. These screen “touchpoints” provide a platform for internal communication and partner integration (‘endemic advertising’). In addition, third-party advertising partners (‘non-endemic advertisers’) can also be intelligently integrated here. The advantage? Customers earn money from their own and third-party advertising and the customer experience of visitors is enriched by relevant communication.

Typical features of a retail media network include programmatic interfaces to external online platforms that automatically select and display relevant advertising. These programmatic providers (supply-side platforms, or SSPs) are operated by publishers who make their media inventory available on a platform.

Together with a classic media playout strategy, SSPs can generate highly relevant and attractive content on screens without the customer having to select individual motifs or advertisers. The advertising takes into account user behaviour, demographic data and location. And it does so in real time through bidding (real-time bidding = RTB), i.e. the automated real-time purchase of advertising space – dynamically and contextually.

ADVANTAGES OF RETAIL MEDIA IN PHYSICAL STORES

Overall, retail media is a transformative force in retail marketing, enabling brands and retailers to expand their reach and optimise their marketing strategies. By integrating platforms, tools and technologies, they can create a holistic and impactful marketing experience that extends across both online and offline channels. This offers the following benefits:

• Targeted messaging: Data-driven campaigns are delivered on screens with high relevance.
• Increased brand visibility at the POS.
• Automation of media planning.
• Greater customer loyalty through engaging shopping experiences.
• New revenue potential through the monetisation of in-store space with one or more SSP integrations, without having to talk to individual advertisers.
• Linking online and offline data for holistic marketing strategies.

PURCHASE, RENT OR MANAGED SERVICE?

The selection of hardware, software and operating concept is essential for the success of a retail media network. Retail media systems must deliver content and advertising day in, day out and should be ‘always on’. With the expertise of pilot Screentime, you are in good hands as we can take care of everything you need to operate your digital signage system: hardware, installation, content, CMS, internet connectivity, maintenance and service hotline. Don’t want to buy and operate a system? Then why not “rent” ours? Our „Signage as a Service“ solution, is a complete, worry-free managed service solution.

If we can help you with your retail media strategy or implementation, please get in touch with us via our contact form.