"The store is the last place where mass marketing exists," says George Wishart, global managing director of Nielsen In-Store. Better yet, people are there with the declared purpose of shopping.
Booz& Co. partners Matthew Egol and Christopher Vollmer lay out the ways marketers, retailers and media companies have intensified efforts to increase the impact of in-store advertising
and make it a bigger part of the marketing mix. They also take a peek at prototypes and experiments for the next generation of in-store advertising, which will allow shoppers to request information
via their mobile phones or kiosks, and much more.
For the promise of in-store advertising to be realized, however, several challenges need to be addressed, they write. Among other things,
targeting needs to get personal. In-store video ad networks need to develop research that demonstrates the ad recall and influence of their campaigns. And PRISM (Pioneering Research for an In-Store
Metric) data, while valuable, still needs to be better matched to existing standards.
Sidebars by George Wishart, global managing director of Nielsen In-Store, and Mark French, SVP and GM
of NBC Everywhere, accompany the main story.
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