IPG, Entourage Team To Test OOH Experiences

Shopping

As it continues to build its research on how shoppers react in stores, the IPG Emerging Media Lab has a deal to use Entourage Advertising, a software provider specializing in digital out-of-home marketing, to handle the testing ground.  

IPG calls the lab a Retail Experience Center; it seeks more insight into a shopper's experience at the point of purchase. Entourage propels displays that could include video streams in store aisles.

"The software at the lab needed to be flexible enough to push different kinds of content segments to various retail screens ... to deliver targeted and contextually relevant content at specific locations," stated Sonya Rosas, digital out-of-home strategist for the IPG Media Lab.

The Entourage platform serves more than 50 digital out-of-home networks in various fields, including hospitality and quick-service restaurants nationwide.

At the IPG lab, Entourage says its capabilities complement existing testing, such as examining test-to-mobile options for shoppers, where they could send a text seeking a coupon while in an aisle considering a purchase.

The lab also is testing an option for a store to turn its front window into a large touchscreen, and in-store kiosks allowing consumers to dial up a sales associate for advice.

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