![]() ![]() Through the partnership, Cooler Screens will work with Microsoft to scale the delivery of its immersive digital media and merchandising platform hosted on Microsoft Azure to retailers and product brands. The content, commerce and context trifecta is very powerful and it defines the retail media of the future.(RTTNews) - Cooler Screens, a Chicago-based tech company making digital screens for refrigerated doors, has inked a multi-year contract with Microsoft Corp. There is no better context than being in a moment of shopping when you are making those decisions. That’s driving an important excitement for the future of contextual targeted versus individual identity-based targeting. People are buying things and want to engage with brands. These issues in a physical store world of retail media are gone. The reliability of traditional internet marketing has been questioned from the safety perspective, verification perspective, engagement perspective. When you’re connecting with shoppers in stores you’re connecting with real people - you’re no longer worried about whether the ad showed up in front of real people or bots. With privacy regulations and the cookieless, brands are now trying to understand how they connect in a safe way with actual people so I think some advertising concepts will come back that make retail media even more valuable. ![]() We feel we need to take a leadership position in helping define what retail media is - we’ve talked with folks at the IAB and they see it as e-commerce only we’ve talked to the folks ad DPAA and they only think about the traditional OOH world and they’re not thinking about the dynamics of in-store. Retail media, the early definition was all around Amazon, e-commerce marketing has now morphed and evolved into something far bigger with the in-store and the dot com being together in one. They took a very black and white approach that if you wanted to be in-person you had to show vaccination proof. They were very strict on the vaccination proof. I think there’s a pent-up need for the exchange of ideas, building of relationships. I didn’t know what to expect but there was a room full of people who seemed comfortable. It was the first ad industry show I went to post-COVID. I just came back from the DPAA show last week. What do you think about the return of in-person networking? Advertising Week is one of the first major industry events to do a hybrid in-person and virtual event. This conversation has been edited and condensed for clarity. That increase in footprint has Arsen Avakian, founder and CEO of Cooler Screens, more confident about introducing the product to advertisers at his first Advertising Week, which is taking place this October 18th to the 21st in New York and online.ĭigiday caught up with Avakian to hear how the company is approaching the hybrid festival as well as the return of in-person networking, retail media and the supply chain issues hammering companies today. The company now has some 10,000 screens on cooler doors in 750 retail locations that together generate over 77 million monthly views. ![]() Digital in-store retail media company Cooler Screens - the company behind the tech to put ads on screens for refrigerator doors in retailers like Walgreens and grocers like Kroger - has increased its footprint since the onset of the pandemic. ![]()
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