Stores Offer Brand Advertising Revenue Opportunities: EMarketer
Physical stores are monetizable media assets for retailers, blogged eMarketer analyst Andrew Lipsman Wednesday, citing a “massive opportunity” amid the digitization of the physical store. Digital technologies allow retailers to provide dynamic, interactive media experiences at store shelves, end caps,…
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cooler doors and checkout aisles, Lipsman said, noting the number of consumers shopping at stores “far exceeds those who visit ecommerce sites and apps.” In June, 212.4 million shoppers visited a Walmart store vs. 125.3 million for Walmart.com, he noted. “It’s easy to imagine brands getting excited about delivering ads close to the point of purchase where roughly 85% of retail sales occur,” he said. Advertising could help brands reach and influence consumers “at scale, during opportune moments, in brand-safe, contextually relevant environments,” Lipsman said, comparing it to traditional TV advertising. In stores, top retailers reach a mass audience every week, they reach the 18-to-49-year-old audience that largely doesn’t watch TV, and in-store shoppers are more likely to notice a brand’s ad vs. linear TV audiences that “second-screen” on phones during TV commercial breaks, he said.