The day after I published a blog article on measuring retail media that featured an AdAge article that casts in-store advertising in a fairly negative light, the same author, Mya Frazier, published a much more balanced piece talking about the growth of the in-store medium. While I'm certain that the timing was just a coincidence, I do think that an increasing number of people are starting to take notice of AdAge's traditionally negative attitude towards below-the-line marketing tactics, even when these are some of the most quickly growing segments of the advertising industry. As Frazier notes:
The audience reach is staggering. Kroger is launching a TV ad network in its 2,500 stores in partnership with In-Store Broadcasting Network. The Kroger network "delivers more reach and frequency than the largest radio station in the country," says Evan Anthony, Kroger's VP-marketing and advertising. Wal-Mart Stores, in partnership with Premiere Retail Networks, boasts its TV network reaches 130 million viewers per four-week cycle.
Of course, there is still room for doubt in this relatively new medium. To get some info on that, Frazier turns to Mediaedge:cia, a well-respected member of the in-store marketing community:
Marketers still aren't sure which way to measure the medium, whether by sales spurts or brand awareness. "It is being held to a higher standard, probably because it's new," says David Sommers, managing director of MEC Retail, the in-store unit of Mediaedge:cia. Additionally, major marketers, particularly package-goods companies, are trying to figure out how to take advantage of it.