Travel Retailer WHSmith Launches In-Store Ad Network

WHSmith North America on Tuesday launched its first in-store travel retail media network in the United States, partnering with SMG, which specializes in commerce marketing. Bose and Pepsi were early adopters.

Sean Crawford, managing director at SMG North America believes that WHSmith North America Media Network, which combines U.S. businesses Marshall Retail Group (MRG) and InMotion, is the first in-store travel Retail Media Network with offsite capabilities.

The network will allow brands to buy ad inventory, from digital screens and audio to analog signage and experiential media for stores.

Although the trend is being led by Amazon and Walmart Connect, retail media ad spend across networks overall is expected to reach $60 billion this year, according to Emarketer.

The media is supported by off-site digital display ads via The Trade Desk for news websites, blogs, and more, as well as off-site social ads via Meta's Facebook and Instagram. It lets advertisers target travelers in route to, or in and around travel hubs like airports, rail stations and resorts.

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The combination of ways to connect with consumers gives advertisers access to approximately 3 million business and leisure travelers who pass through North American airports each day. This is the first RMN to span more than 347 locations across North America, the company said.

The insights gained from campaigns will allow WHS Media’s team of retail media experts to optimize strategies using sales data and other metrics such as impressions and click-through rates.

As WHSmith expands into the United States, the company will close 17 stores across the United Kingdom each month through May 2025. The goal is to open more stores in other profitable locations, the Independent reported.

The British retailers has more than 1,100 stores in the UK, with just over half of these found in travel locations. In the U.S., it has 320 locations, with plans to open new stores in airports in Denver, Dallas and Washington, according to the report.

 

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