Five tips for building an in-store media network that attracts omnichannel advertisers

Brands are rethinking how they engage with audiences in an increasingly digital world, with real-life advertising opportunities gaining favour as a complement to digital experiences. The trend introduces a golden monetisation opportunity for retailers, whose stores offer multiple consumer touchpoints in the physical world.

In-store media’s revenue-generating potential is infinite, but transforming a network into a million-dollar business takes more than just installing displays. Advertisers need to plan, execute and measure in-store media ads with the same ease and flexibility as other digital channels, and connect what’s happening on the ground to on-site and off-site endeavours.

Securing attention and spend means building an in-store network infrastructure that meets these needs without compromising operational performance or shopper engagement. An in-store network should be approached as part of a fully integrated retail media business, including on-site and off-site channels.

Careful thought must go into what makes a network viable for media buyers, like flexible planning and measurement capabilities and an intuitive way to extend in-store to on-site and off-site channels and vice versa. Success requires a deeper understanding of what media buyers really want and how they communicate, integrating the right tools and partners, and alignment from key stakeholders across departments.

Talk the talk, walk the walk

To capture omnichannel media buyer interest for your in-store network, you need to adopt their vocabulary, from CPMs to ROAS, impressions, frequency, spots and loops, programmatic and beyond. But you also need to understand the technology underpinning it and how it all connects. Working with partners who can help you on this journey is key.

While direct sales will command the lion’s share of in-store signage revenue in the near term, the medium will reach a tipping point in the next few years where programmatic will come to the forefront. More brands and agencies will demand programmatic options, and the retailers who prepare now will be one step ahead. Many have already seen success with programmatic in the online space, and are now looking to translate it to the store.

Think beyond the CMS

When building or upgrading an in-store network, upfront CAPEX, from network installation to screen purchase and ongoing maintenance costs, can cause initial sticker shock. Decision fatigue can kick in when evaluating vendors offering different paths and promises.

Starting with a CMS and stitching it with solutions from a few different tech providers may initially seem fast, easy and cost-efficient, but it isn’t always the most profitable in the long run. While a stable, secure and scalable professional-grade CMS is a good starting point, it’s a small piece of a larger ecosystem that needs a strong monetisation engine anchoring it.

Take the time to think about what your media business needs and equally what your buyer’s business needs today and how those needs might evolve over time. It’s a more strategic approach for long-term success. The primary focus should be determining the purpose of the screens and finding the right tools to carry out that vision.

Lean on experts from both the buy and sell side of the table to set you up with a product stack that will extract the maximum yield from your screens today and in the future, and find a partner who can help maintain and manage the network.

Cater to different buyer preferences

Developing an in-store network infrastructure that supports flexible buying options and can prove ROI to media buying agency heads and brand managers will ultimately drive incremental revenue. It requires the right ad server, media player, programmatic tools and measurement solutions. 

Since brands and media buying agencies also want to extend and amplify in-store ads across on-site and off-site channels, and vice versa, implementing an orchestration layer like Zitcha or Mirakl is crucial. The more buying variables your network supports – whether impression, audience or frequency-based, whether programmatic or direct – and the easier it is to plan and monitor alongside other channels, the more potential advertisers it can attract.

Ask pointed questions and identify the optimal partners

The size and location of each screen and how buyers will access each – whether direct, programmatic or a combination of both – are important considerations. Will your network support impression-based buying, spots and loops, or a combination?

Addressing these queries up front will guide better technology investments. Consulting with the right technology partners is essential in this respect. Knowledgeable integration and technology partners with a proven track record can recommend tools that will unlock the kind of metrics advertisers and media buyers expect.

Align on a strategy before going to market

Before making any final decisions, explore why you are building an in-store media network and determine what each department wants to get out of it. The head of IT, commercial trading and local store manager likely all have different visions and needs, so it’s important to factor those in. Is the aim to generate more revenue, or create more touchpoints in physical stores?

Consult with all the different departments who would have a hand in the network and prioritise flexibility to monetise screens in a way that will provide incremental value. Having the right conversations early on, before engaging with integrator, hardware, monetisation, or orchestration partners, can ensure your infrastructure addresses core needs, like understanding inventory availability.

It also fosters a culture of collaboration that ensures each department’s goals are addressed and makes it easier for installers and tech providers to determine the best infrastructure components.

The road ahead

Retailers are sitting on a gold mine of revenue opportunity if they can prove to brands just how integral in-store media is to driving omnichannel results. Those who embed themselves in the world of media buyers and invest in in-store tools that support omnichannel buying and measurement stand to reap the greatest rewards.