The Challenge
Generate more revenue from in-store shoppers and raise the media value of the media inventory
SPAR, a leading grocery retailer with over 13,600 stores in over 48 countries, wanted to generate more in-store Retail Media revenues by using the digital screens across their network in Switzerland more effectively.
Despite thousands of shoppers entering their stores daily, SPAR, which used digital screens as traditional DOOH media, had poor performance data and no basis to prove the ROAS of the screens like other digital channels.
This kept them from unlocking in-store shopper audiences’ true media revenue potential.
The Solution
Advertima transforms SPAR’s in-store screens into a smart digital signage network
Advertima’s AI-powered in-store smart signage enabled SPAR to transform 310 digital screens into a smart digital signage network capable of turning 2.5 million shoppers per week into addressable audience segments.
SPAR and its advertisers could reach these addressable audience segments more effectively with Advertima’s unique segmentation targeting capabilities.
The easy-to-integrate solution also enabled automated and seamless ad booking and delivery using the existing ad tech ecosystem.
The Results
Wins for SPAR (media owner):
- A new source of high-margin revenue: advanced in-store Retail Media capabilities such as real-time audience targeting, verifiable first-party data, and premium in-store media inventory placement create a powerful new revenue stream for SPAR by winning a share of advertiser budgets that would have typically gone to external screen/media owners (approximately 60-80%).
- Higher in-store sales: relevant content delivered to target groups with smart-targeting (vs. traditional loop-based digital signage) directly impacted sales on a product range level during a 17-week time period, ranging from a 13.9% to 42.4% increase in sales across product categories.
- Better shopper CX: targeted content increased shopper engagement, and shoppers who looked at content on a screen increased between 2.2x (+117%) and 4.7x (+365%), depending on the product category.
Wins for brands and media agencies (advertisers):
- Increased targeted reach across addressable audience segments
- Access to verified first-party shopper data and insights for more effective future campaigns
The Process: How SPAR’s In-Store Smart Digital Signage Works
Here’s how Advertima’s advanced in-store Retail Media solution transformed SPAR’s digital screens into smart signage with real-time advertising and audience insight.
Real-time segmentation targeting
Advertima’s In-store smart signage solution matches the group or individual in front of the digital screen with seller-defined segments. It then plays the most relevant content to that audience.
Verified, real-time first-party in-store audience data and campaign insights
Advertima captures in-store audience data and campaign insights in real-time, making this powerful first-party data available to SPAR and its advertisers via dashboard reporting.
With more than 2.5 million trackings per week (and growing in value over time), Advertima’s in-store smart signage solution provided SPAR with new in-store audience insights they previously did not have access to.
They could now see their visitors’ impressions based on audience segments and confirm which content proved the most effective in engagement.
Brands advertising on SPAR’s smart digital signage network can also receive verified audience insights about their campaigns. Because Advertima detects impressions and views, advertisers are not left wondering whether their campaigns reached their target audience or not. They can rely on Advertima’s audience analytics to accurately prove campaign ROAS to their brand or clients.
This makes SPAR’s in-store Retail Media uniquely different – and highly valuable for advertisers – when compared to other local and global retailers, who still use some version of existing traditional DOOH.
Seamless, self-serve campaign management
Advertisers could book media space and manage their campaigns independently and directly via Adtrac’s booking platform. This included uploading content, defining the target groups (i.e., which age and gender to target), and scheduling ad campaigns to display on SPAR’s smart signage screens in stores.
With the Adtrac Booking Tool, advertisers could also monitor campaign performance in real-time and pull insightful reports, enabling control and optimization as their campaigns progressed.
Unique to Advertima’s in-store Retail Media, advertisers only pay for the actual reach achieved by their target group, compared to the statistical audience reach of classic DOOH.
A new era in in-store Retail Media targeting and analytics capabilities
With Advertima’s breakthrough in-store Retail Media smart signage solution, SPAR became the first retailer to transform their traditional digital signage network into smart digital signage and unlock a new stream of high-margin revenue by monetizing in-store shoppers.
With Advertima, SPAR can offer advertisers unmatched value with never-before in-store media capabilities: access to addressable audiences, more targeted campaigns, real-time measurement, verifiable campaign ROAS, first-party data analytics, and automated ad booking and delivery for seamless campaign management.
Ready to unlock the full revenue potential of in-store Retail Media by transforming in-store shoppers into addressable audiences?
Get an Advertima in-store Retail Media expert to quantify your potential revenue growth with smarter in-store digital signage – book a free consultation today!
