News America Marketing (a subsidiary of News Corp (Nasdaq: NWS, NWSA; ASX: NWS, NWSLV)), the premier marketing partner of some of the world’s most well-known brands, this week announced the launch of its digital in-store media network.
The program is scheduled to pilot in grocery stores this winter, including Albertsons Safeway, Southeastern Grocers and Weis Markets. News America Marketing aims to make it easy for its brand and retail partners to create and test new shopping experiences.
Large-format screens strategically placed in high traffic areas right at the store entryway and in-store windows will pilot different applications of digital in-store media. The company will handle all aspects of the activation including fabrication, installation, maintenance and operation of all hardware and software, as well as measurement, selling and account management.
Tracey Koller, Chief Retail and Merchandising Officer at News America Marketing told us “Digital in-store media combines the sophistication, automation and personalization of online digital media with the stopping power and impact of in-store with the contextual relevance of the physical store. With this launch, we can help bridge the gap between brand, equity and performance marketing, while delivering a relevant shopper experience.”
Adam Kirk, Senior Vice President of Trade Planning and Local Marketing at Southeastern Grocers added “Piloting this exciting new technology with News America Marketing provides additional opportunities to further monetize our in-store media inventory while providing real value for brands and memorable experiences to our shoppers. The creative format also provides us with an ‘always on’ opportunity to support our own brands, events, seasonal promotions, loyalty programs, offers and more, with personalized, interactive and connected in-store customer experiences.”
News America Marketing has a longstanding history of monetizing in-store audiences through brand-funded print signage in 60,000+ stores across North America. Advancements in technology and targeting, combined with massive audiences that rival any advertising medium, enable News America Marketing’s retail partners to effectively monetize the contextual relevance of the physical store even further. Retailers now have the opportunity to better compete for media spend, while using the platform to improve communication with their customers as they enter the store.
For marketers, the store offers an environment that is brand-safe, highly viewable and one where a shopper is receptive to advertising messages. Digital in-store media provides the opportunity to target audiences with static and video content in a medium and location where the majority of purchase decisions are made. Advertising can be turned on and off based on real-time triggers like time of day, weather, first scan for new product launches and more. The advertising can be local or national and can play a role in any phase of the shopper journey, from the top of the funnel to the very bottom.
News America Marketing will showcase its latest thinking and in-store digital technology during Groceryshop in Las Vegas on September 15-18. Live demonstrations will be conducted daily at News America Marketing’s booth (#613).