{"id":6159,"date":"2024-01-16T19:38:34","date_gmt":"2024-01-16T19:38:34","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/how-in-store-technology-will-bolster-retail-media-networks\/"},"modified":"2024-01-16T19:38:34","modified_gmt":"2024-01-16T19:38:34","slug":"how-in-store-technology-will-bolster-retail-media-networks","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/how-in-store-technology-will-bolster-retail-media-networks\/","title":{"rendered":"How in-store technology will bolster retail media networks"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Retail media networks (RMNs) are getting more support from in-store technologies, according to a new report by the IAB. The report, \u201cQuantifying Retail Media In-Store Success: Measurement &amp; Innovation,\u201d coincides with the National Retail Federation (NRF) conference in New York.<\/p>\n<p>Also, the IAB will launch a digital out-of-home (DOOH) and in-store retail media working group on Feb. 7. The group aims to develop a playbook for retailers, agencies and brands on how to plan media, define measurement and understand specific in-store technologies and use cases.<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p><strong>Why we care.<\/strong> RMN advertisers <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/iab-releases-new-guidelines-as-retail-media-networks-mature\/\" target=\"_blank\">said last year<\/a> they\u2019d increase their budget, on average, by 11%. Brands with budgets over $30 million said they\u2019d increase their spend by 15%. Most RMN opportunities, however, are through retailer digital channels, like website search, or through off-site advertising, not in-store.<\/p>\n<p><em><strong>Dig deeper:<\/strong> <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/how-home-depot-and-kroger-use-rmn-to-improve-shoppers-ad-experience\/\" target=\"_blank\">How Home Depot and Kroger use RMNs to improve shoppers\u2019 ad experience<\/a><\/em><\/p>\n<p><strong>In-store audiences. <\/strong>Although splits vary, major retail chains with RMNs tend to have a larger in-store audience than on digital channels.<\/p>\n<p>Here\u2019s the breakdown for some major retailers:<\/p>\n<figure class=\"wp-block-image size-large is-style-default\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" fetchpriority=\"high\" width=\"800\" height=\"422\" alt=\"RMN Instore And Digital 800x422\" class=\"wp-image-389483\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/RMN-instore-and-digital-800x422.png.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/RMN-instore-and-digital-600x317.png.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/RMN-instore-and-digital-200x106.png.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/RMN-instore-and-digital-768x405.png.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/RMN-instore-and-digital.png.webp 921w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/01\/RMN-instore-and-digital-800x422.png.webp?resize=800%2C422&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" fetchpriority=\"high\" width=\"800\" height=\"422\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/01\/RMN-instore-and-digital-800x422.png.webp?resize=800%2C422&#038;ssl=1\" alt=\"RMN Instore And Digital 800x422\" class=\"wp-image-389483\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/RMN-instore-and-digital-800x422.png.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/RMN-instore-and-digital-600x317.png.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/RMN-instore-and-digital-200x106.png.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/RMN-instore-and-digital-768x405.png.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/RMN-instore-and-digital.png.webp 921w\" sizes=\"(max-width: 800px) 100vw, 800px\"\/><figcaption class=\"wp-element-caption\">Image: IAB\u2019s \u201cQuantifying Retail Media In-Store Success: Measurement &amp; Innovation.\u201d<\/figcaption><\/figure>\n<p><strong>RMN touchpoints.<\/strong> The in-store shopping experience at many retailers can be made more dynamic with these current and emerging technologies:<\/p>\n<ul>\n<li>Smart screens in aisles and smart kiosks allow shoppers to search for in-stock items and learn more about products and sales promotions.<\/li>\n<li>Audio programming that can be customized by location and audience profiles of those who visit the store.<\/li>\n<li>Beacon network in-store that powers specialized mobile apps to engage shoppers and measure traffic patterns. This technology has been around for years. One major retailer, Best Buy, deploys a network with over 5,000 beacons at U.S. stores, according to the IAB report.<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full is-style-default\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"792\" height=\"490\" alt=\"Instore And Offsite Rmn\" class=\"wp-image-389484\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/instore-and-offsite-rmn.png.webp 792w,https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/instore-and-offsite-rmn-546x338.png.webp 546w,https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/instore-and-offsite-rmn-183x113.png.webp 183w,https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/instore-and-offsite-rmn-768x475.png.webp 768w\" data-lazy-sizes=\"(max-width: 792px) 100vw, 792px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/01\/instore-and-offsite-rmn.png.webp?resize=792%2C490&#038;ssl=1\"\/><img data-recalc-dims=\"1\" decoding=\"async\" width=\"792\" height=\"490\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/01\/instore-and-offsite-rmn.png.webp?resize=792%2C490&#038;ssl=1\" alt=\"Instore And Offsite Rmn\" class=\"wp-image-389484\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/instore-and-offsite-rmn.png.webp 792w,https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/instore-and-offsite-rmn-546x338.png.webp 546w,https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/instore-and-offsite-rmn-183x113.png.webp 183w,https:\/\/martech.org\/wp-content\/uploads\/2024\/01\/instore-and-offsite-rmn-768x475.png.webp 768w\" sizes=\"(max-width: 792px) 100vw, 792px\"\/><figcaption class=\"wp-element-caption\">Image: IAB\u2019s \u201cQuantifying Retail Media In-Store Success: Measurement &amp; Innovation.\u201d<\/figcaption><\/figure>\n<p><strong>Measurement technology.<\/strong> In-store devices and screens aim to improve customer experience while also creating new data streams to measure the impact of ads. In addition to the touchpoints above, other technologies can be added in-store to better measure customer behavior and ad performance. These include:<\/p>\n<ul>\n<li>Visual sensors in stores that gather anonymized data about traffic patterns and confirm ad views when a shopper pauses to look at a screen.<\/li>\n<li>Shopping cart and basket sensors that can monitor interactions with in-store media.<\/li>\n<li>Passive Wi-Fi in stores that can count the number of shoppers by mobile devices that use the service.<\/li>\n<\/ul>\n<div class=\"wp-block-group alignfull is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group__inner-container\">\n<div class=\"wp-block-media-text alignfull is-stacked-on-mobile is-vertically-aligned-center\">\n<figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"800\" height=\"450\" alt=\"2024 Car Sal Survey V1 800x450 Edited\" class=\"wp-image-388684 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-600x338.jpg.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-200x113.jpg.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-768x432.jpg.webp 768w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp?resize=800%2C450&#038;ssl=1\"\/><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp?resize=800%2C450&#038;ssl=1\" alt=\"2024 Car Sal Survey V1 800x450 Edited\" class=\"wp-image-388684 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited.jpg.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-600x338.jpg.webp 600w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-200x113.jpg.webp 200w,https:\/\/martech.org\/wp-content\/uploads\/2023\/12\/2024-car-sal-survey-v1-800x450_edited-768x432.jpg.webp 768w\" sizes=\"(max-width: 800px) 100vw, 800px\"\/><\/figure>\n<div class=\"wp-block-media-text__content\">\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<h3 class=\"wp-block-heading has-text-align-center has-text-color\" id=\"h-take-martech-s-2024-salary-and-career-survey\" style=\"color:#000000\">Take Martech\u2019s 2024 Salary and Career Survey<\/h3>\n<p>From AI to layoffs, it\u2019s been quite a year. We\u2019d like to know how it\u2019s been for you. Please take this short survey so we can have your input on the state of martech salaries and careers.<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><strong>Data use and technology.<\/strong> Advances in RMNs helped by in-store technologies will add to benefits for advertisers and retailers, according to the report. These benefits and capabilities include:<\/p>\n<ul>\n<li>Real-time data analytics: Retailers use real-time data processing to gain immediate insights into customer behaviors and preferences, allowing them to swiftly adjust marketing strategies and enhance the shopping experience.\u00a0<\/li>\n<li>Predictive modeling: Machine learning algorithms enable retailers to forecast future trends, demands, and customer behaviors, leading to more effective inventory management and targeted marketing efforts.\u00a0<\/li>\n<li>Dwell time analysis: By measuring the time customers spend in specific store areas, retailers gain insights into engagement levels, informing decisions about store layout, product placement, and promotions.\u00a0<\/li>\n<li>AI-powered customer segmentation: This approach supports precise, real-time customer segments based on anonymized attributes including age, gender and group composition layered with contextual attributes, such as in-store proximity to certain categories or brands, enabling highly targeted and relevant marketing.\u00a0<\/li>\n<li>Customized content delivery: Dynamic adaptation of content based on real-time data ensures that marketing messages are highly relevant and engaging to the audience present.\u00a0<\/li>\n<li>Unified data sources: Integrating real-time data streams into an existing tech stack creates a sustainable, common media currency, and facilitates real-time audience-based programmatic bidding and activation.<\/li>\n<\/ul>\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group__inner-container\">\n<div class=\"wp-block-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group__inner-container\"><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/how-in-store-technology-will-bolster-retail-media-networks\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Retail media networks (RMNs) are getting more support from in-store technologies, according to a new report by the IAB. The report, \u201cQuantifying Retail Media In-Store Success: Measurement &amp; Innovation,\u201d coincides with the National Retail Federation (NRF) conference in New York. Also, the IAB will launch a digital out-of-home (DOOH) and in-store retail media working group [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":6160,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-6159","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How in-store technology will bolster retail media networks - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/how-in-store-technology-will-bolster-retail-media-networks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How in-store technology will bolster retail media networks\" \/>\n<meta property=\"og:description\" content=\"Retail media networks (RMNs) are getting more support from in-store technologies, according to a new report by the IAB. 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