Transforming in-store retail media with real-time audience segmentation

In-store shoppers are pivotal for grocery and FMCG advertisers, but traditional digital signage in physical stores hasn't been able to compete with online retail media’s  targeting and campaign measurement capabilities.

At the same time, advertisers are keen to reach the 80% of grocery shoppers who prefer shopping in-store. The challenge is finding effective ways to understand and target specific shopper groups and access reliable performance metrics. Consequently, in-store retail media is often placed in the too-hard basket and relegated to broader retail media plans and spend allocations.
 

Smart Digital Signage: Revolutionising in-store retail media

Advanced in-store retail media technologies are transforming the retail environments. Retailers adopting  smart digital signage are well placed to compete for a bigger slice of retail media budgets, projected to surpass $230 billion by 2027. 

Innovative solutions like Advertima Audience AI are introducing unprecedented real-time in-store audience segmentation, addressability, and measurement capabilities, transforming traditional digital signage to online retail media levels. This revolutionary technology equips retailers to effectively monetise their in-store audiences and give advertisers the reach they seek.
 

Real-Time Audience Segmentation: The path to smarter targeting

Given that the average person can be exposed daily to  between 4,000 and 10,000 ads across different mediums and locations, ad relevance is crucial.

Traditional in-store digital signage typically relies on historical static audience data and factors such as time or location for its looped playouts. It’s a one-size fits all approach and falls short on real-time ad customisation and compelling audience engagement insights. In contrast, smart digital signage powered by Advertima Audience AI addresses target audience segments in real-time with only the most suitable ads based on demographics, interests and contextual attributes

This is real-time audience segmentation for smarter targeting. 

We refer to it as real-time segmentation targeting.

Here's how it works!

Dynamic sensors digitise and analyse anonymous visual and contextual shopper group attributes in milliseconds as they move in front of a smart digital screen. Anonymised attributes are matched to predefined seller segments, triggering the system to display the ad most relevant to that target segment. Sophisticated measurement capabilities analyse audience data applying metrics similar to online such as impressions, dwell time and qualified views. 
 

The benefits of real-time segmentation targeting

• A stronger value proposition leads to higher CPMs: Retailers can move from 'location-based' to 'audience-based' media offerings - an approach advertisers are willing to pay a premium for
• Using ad inventory more efficiently: By reaching target audiences every time in real-time - instead of static looped playouts, campaigns efficiently and effectively reach relevant shoppers faster, boosting the value of each playout and justifying a premium charge
• Increased ad inventory sales: Achieving campaign goals faster with fewer but highly targeted playouts enables retailers to trade more campaigns on the same inventory. This efficient use of resources leads to higher profits from the same number of screens
• Improved ROAS: With smart targeting, advertisers can expect more efficient ad spending and higher ROAS, thanks to reduced wastage. Targeted ads reach only those verified and relevant audiences who fit the pre-defined seller segment, ensuring every dollar is well spent
   

Tracking Success: Performance metrics & audience insights

Advertisers demand more than static playback logs showing where, when, and how often their ads were shown.

They want insights into why an ad was shown, who it reached, and how it performed. 

Advertima’s Audience AI real-time in-store media solution gives detailed insights into campaign reach and engagement, helping advertisers optimise media strategies and budget allocation.
 

Real-time Metrics: A game changer for in-store retail media

While traditional in-store media typically focuses on post-campaign performance indicators, Advertima's comprehensive real-time reporting tools provide ongoing insights, allowing for optimal budget allocation while the campaign is still running.

Campaign analytics
Media planners and advertisers can maximise campaign analytics to assess return on ad spend (ROAS) and overall campaign effectiveness. Advertima's system measures verified reach within advertiser-defined target segments and evaluates how well campaign success compares to established objectives. Using verified and aggregated data, campaign analytics show the top-performing aspects of the campaign.

Creative analytics 
Creative teams have the tools to track how different audience segments respond to various advertisements. These insights are crucial for fine-tuning creative content and conducting A/B tests, ensuring each ad resonates more effectively with its intended audience.

Network analytics
Retailers, as the owners of media networks, must have a deep understanding of their capabilities at a broad network level and down to specific regions, stores, and even individual screens. Detailed analytics help in pricing strategies and pinpointing premium locations within the network, maximising the value of their media space.
 

Are you ready to take your in-store media performance to the next level with audience segmentation? 

Switching from traditional signage to smart digital signage powered by Advertima’s Audience AI can help retailers ensure timely and precise in-store campaign delivery.

With insights and analytics driven by verifiable campaign metrics, you can see your efforts' immediate reach and impact across advertiser-defined audience segments. This allows media planners and buyers to fine-tune campaigns, allocate budgets more effectively, and enhance return on ad spend (ROAS).

Ultimately, this precision and measurability empower advertisers to confidently increase their investments in in-store retail media, leveraging targeted, quantifiable campaigns in ways that were once thought impossible.

Download our free White Paper, How To Integrate Your In-Store Audience Into Your Omnichannel Retail Media Network, and learn how retailers can turn in-store shoppers into valuable media audiences and fully unlock their potential today.