As of April 2021, Posterscope, the world’s leading out-of-home and location-based marketing specialist, and Advertima have partnered to offer a data- and audience-driven media product that effectively reaches supermarkets’ customers and verifies the performance of in-store advertising campaigns. This partnership sets a new standard in OOH media planning and buying, closing a long-existing gap in its ability to target large audiences at the point of sale. The partnership will also enable the delivery of significant media spending to Advertima’s core clients, which are grocery retailers in Europe.
Connecting FMCG brands with in-store customers to bring significant ad revenue to grocery retailers
With millions of people visiting brick-and-mortar supermarkets every day, grocery retailers sit on a highly valuable asset that is currently not being leveraged to its full potential: their in-store visitors. Widely viewed as a lucrative, but until now inaccessible audience by the media buying industry and the FMCG brands they represent, mainly due to limitations in DOOH audience measurement and verification technology, grocery retailers can now overcome this hurdle themselves with Advertima Smart Signage.
“Grocery retailers have similar weekly reach in a few weeks as some of the largest airports in Europe,” says Mats Klevjer who spearheaded the partnership. “Yet this audience is largely ignored by the industry standards currently in place to verify campaigns.”
Moreover, when considering the overall consumer path to purchase and the multiple touchpoints that exist across the wider OOH media landscape up until now, the effort in enabling brands to effectively communicate with their target audiences along the sales funnel, has fallen short – particularly at the end of the customer journey between the store entrance and the point of purchase. Thanks to Advertima’s smart-targeting and audience verification technology, this gap to sale can now be closed, with proven effectiveness and measurable return on OOH advertising investment.
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Calculate the ROI Advertima Smart Signage can have for your store
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Advertima Smart Signage allows grocery retailers to become their own media owners, opening up a significant revenue stream with high margins, as they retain 60% to 80% of the advertisers’ budget that would have been spent on third-party screen owners. Built to be a turn-key and plug-and-play solution, Smart Signage requires no extra resources, like third-party media owners, or technical internal knowhow.
Christopher Ho, Innovation Director at Posterscope UK says:
“Exciting partnerships with tech companies such as Advertima, at the leading edge of AI and computing, are core to building the future of DOOH.”
Furthermore, Advertima’s collaboration with Posterscope on the media buying side will enable brands to seamlessly integrate the in-store grocery retail environment into their wider OOH campaign strategies. Not only will Advertima’s Smart Signage solution provide a measurable return on investment for the advertiser, but a significant source of incremental revenue for the retailer as well. Powered by cutting-edge, GDPR compliant AI technology, Advertima will allow Posterscope to further strengthen its service offerings by bringing online tracking and targeting capabilities to the physical world. Brands will be able to reach real and verified in-store audiences according to their demographics groups and benefit from a measurable ROI.
