Today we're going to talk about media retail networks and how to choose the right one for your brand.
First things first, let's get on the same page about what a media retail network is. In the simplest terms, it's a network of digital screens placed in retail locations that display advertising content. Think about the screens you see at the checkout line in a grocery store or the digital billboards you see in shopping malls. That's a media retail network.
Now, you might be thinking, "why do I need to advertise on a media retail network when I can just run ads on Facebook or Google?" And that's a fair question. But let me hit you with some stats. According to a study by Nielsen, digital out-of-home advertising, which includes media retail networks, reaches 85% of adults in the United States each month. And another study by PQ Media found that digital out-of-home advertising is the fastest-growing advertising medium, with projected global revenue of $23.6 billion in 2023.
So, now that we know the importance of media retail networks, how do we choose the right one? Here are some things to consider:
Audience
The first thing you need to think about is your target audience. Who are you trying to reach? Are they frequent shoppers at a certain retail location? Do they have a specific demographic profile? Make sure the media retail network you choose aligns with your target audience.
For example, if you're a fashion brand targeting young women, you might want to consider advertising on screens in popular shopping malls or clothing stores. But if you're a health food brand targeting health-conscious consumers, you might want to advertise in natural food stores or gyms.
Location
The location of the screens is also important. You want to choose a media retail network with screens in high-traffic areas. The more people that see your ad, the better.
For example, a study by Nielsen found that digital screens in checkout lines had the highest viewer engagement, with an average of 94 seconds per viewer. So, if you're advertising a product that can be easily picked up at the checkout, like gum or candy, advertising on screens in checkout lines might be a good option.
Content
Next, you need to consider the content that will be displayed on the screens. Make sure the media retail network you choose has the ability to display high-quality, engaging content.
For example, some media retail networks offer interactive touchscreens, which can be a great way to engage consumers and create a memorable brand experience. Or, if you're advertising a new product, you might want to consider a media retail network that has the ability to display video content.
Metrics
Finally, you need to consider the metrics you'll use to measure the success of your campaign. Make sure the media retail network you choose provides detailed analytics on viewer engagement and ad performance.
For example, some media retail networks offer real-time analytics, which can be a great way to make adjustments to your campaign on the fly. And, of course, you should always track sales and revenue to determine the overall effectiveness of your campaign.
Now, let's take a look at some real-life examples of brands that have successfully used media retail networks to reach their target audience.
PepsiCo
PepsiCo ran a campaign on a media retail network in convenience stores that offered personalized discounts on its products. The campaign was a huge success, with a 36% increase in sales compared to the same period the previous year.
Lexus
Lexus ran a campaign on a media retail network in airports that allowed travelers to design their own virtual car and take it for a test drive. The campaign resulted in a 200% increase in website traffic and a 58% increase in lead generation.
McDonald's
McDonald's used a media retail network in airports to advertise its breakfast menu to travelers. The campaign resulted in a 29% increase in breakfast sales at participating locations.
As you can see, media retail networks can be a highly effective way to reach your target audience and drive sales. But, as with any advertising medium, it's important to choose the right network and create engaging content that resonates with your audience.
In conclusion, media retail networks are a growing advertising medium that offers a unique opportunity to reach consumers in high-traffic retail locations. When choosing a network, consider your target audience, the location of the screens, the content that will be displayed, and the metrics you'll use to measure success. And, of course, always track sales and revenue to determine the overall effectiveness of your campaign.
Thanks for reading, fellow marketing professionals. Now get out there and start advertising on those screens!