5 In-Store Digital Retail Media Platforms
Is it retail media? Contextual advertising? Digital out-of-home, or DOOH? The latest crop of in-store digital retail media platforms are all of the above — and more.
Fueled by a desire to replicate the success of digital retail media inside physical-store environments, in-store digital retail media platforms are moving into the mainstream and giving CPG marketers a way to connect directly with shoppers near—or even at—the point of sale.
Ad platforms that combine first-party data with digital signage give brands a creative new way to safely reach consumers in the moments when they’re most likely to make important purchasing decisions. In addition to being effective, these in-store digital retail media displays are also adaptable. Brands can adjust their messaging in real-time based on any number of factors, including weather patterns, customer purchase histories, or local sports results.
Here are five in-store digital retail media platforms to watch in 2023.
5 In-Store Digital Retail Media Platforms
1. Cooler Screens
Cooler Screens replaces the glass doors in supermarket cooler aisles with interactive digital displays. Not only can screens display personalized content based on a consumer’s preferences or purchase history, but they can also be set up with voice controls, so shoppers can verbally ask questions like “How many calories are in this lasagna?” and get an immediate response. Cooler Screens doesn’t collect personal information about consumers who walk by its displays, however the company can track the amount of time someone has stood in front of a particular screen or what neighborhood the customer is in. The company now has more than 150 brands using its platform, with retail partners that include Walgreens, Kroger, and GetGo.
Coinstar’s self-service coin-counting kiosks are ubiquitous at supermarkets throughout the U.S., and that strong retail footprint gives the company an edge among in-store digital retail media platforms. adPlanet is Coinstar’s digital advertising platform, and it’s designed for regional and national brand advertisers. adPlanet relies on 32-inch display screens that sit on top of Coinstar machines, showing tailored messages based on geography, demographics, brand behavior and interests. adPlanet integrates into existing brand campaigns, and advertisers can track content’s performance and change ads in real-time. Coinstar currently has more than 4,000 adPlanet-enabled machines being used at retail locations.
3. Vengo Labs
Vengo Labs sells vending machines that come with their own digital out–of-home (DOOH) media network. Brand advertisers can buy interactive ad slots on Vengo’s vending machines to encourage people to purchase their products in the moments when they’re most likely to be making those decisions. Vengo enables the tracking of every conversion, so brands can easily measure return on investment (ROI). More than 1,600 Vengo machines are currently located at gyms, hotels, universities, offices, and in retail spaces throughout the U.S.
Alfi’s screens are powered by artificial intelligence (AI) and computer vision. The company works with retail partners to deliver custom solutions, utilizing proprietary software that turns any digital display into an intelligent screen that can detect audiences and serve personalized messages. Alfi also works with rideshare vendors, like Uber and Lyft, to match passenger profiles with relevant ads that run on special tablets placed on the backs of vehicle headrests. The company’s proprietary platform understands small facial cues and perceptual details to detect a face and predict the age and gender of the person looking at the screen. That allows it to serve content based on the viewer’s gender and age. However, Alfi does not store data to recognize or identify individuals against existing content.
Volta is developing a network of EV chargers that connect to large-scale media screens that serve as OOH digital display platforms for the Volta Media Network. Volta’s EV charging stations are located at the entrances to retail, grocery, and entertainment venues. They are setup with large digital display screens for DOOH advertising. Advertisers that run campaigns on Volta’s screens can track incremental sales lift at the store level for retailers on select ad platforms. Volta’s brand partners include Michelin, Genesis, and United Airlines.