Impulse purchases as a driver of sales 

In the contemporary retail environment, impulse purchases significantly boost sales. Many shoppers often buy more than they initially planned, drawn by the allure of immediate gratification. Retailers can harness this impulse by employing strategic merchandising tactics. This includes the placement of products, the creation of dedicated brand zones, and the use of in-store digital signage advertising, all designed to entice customers into making spontaneous purchases.

Revolutionizing in-store advertising

Digital screens effectively draw attention to products, brands, or promotions. While many retailers leverage these screens to broadcast their content, there needs to be more potential in utilizing these screens to sell advertising space to brands and advertising agencies. If your store already features one or more screens, you already have opportunities for additional revenue.

The win-win for screen owners

Offering your screen space for advertising isn't just about generating extra income. It's about elevating the entire shopping experience. Displaying relevant, engaging ads boosts customer satisfaction and fosters loyalty. Furthermore, regularly updating the content keeps the shopping atmosphere dynamic and inviting.

Strategic placement of in-store displays

Digital screens placed strategically around the store can significantly amplify their impact. Key locations include near the entrance to capture the attention of entering customers and checkout counters where customers spend considerable time, providing an ideal opportunity to promote additional products or last-minute deals.

The benefits of in-store advertising

Retailers stand to gain from selling advertising space on their screens, but the benefits also extend to brands. The chance to influence customers ready to purchase, combined with effective targeting and higher cost-efficiency than online advertising, makes in-store advertising an attractive proposition. 

Connecting with ready-to-buy customers

Offline campaigns have a unique advantage in connecting with customers who are already in a buying mindset. By offering an immersive and interactive experience within the store, retailers can effectively capture the interest of potential buyers, especially those who prefer to touch, feel, and experience products firsthand.

Precision targeting for effective advertising

Advertisers can choose screens based on various factors to ensure their campaigns are as effective and relevant as possible. This includes targeting by location, store type, screen size, and even audience demographics, thanks to the AI-powered analytics.

The offline advantage 

Despite the surge in online marketing, the tangible impact of offline advertising within the retail space is undeniable. With online ads often mistrusted due to questionable efficiency and high saturation, offline advertising offers a refreshing and engaging alternative that consumers are likely to notice and trust.

Measuring campaign success

Measuring the performance of offline campaigns can be challenging, as it is difficult to quantify results and attribute sales directly to the campaign itself. However, it's essential to provide performance results to your advertisers so that they can build a long-term relationship with you and invest more in advertising. There are several key performance indicators (KPIs) that can help measure the effectiveness of offline campaigns.

In-store traffic

By counting the number of visitors that come to the store during the campaign, retailers can provide brands with insights into the reach and impact of their offline advertising. Increased foot traffic during a campaign indicates that it attracts customers to the store and potentially drives sales.

Product sales

By tracking the number of products sold during the offline campaign, brands can determine the campaign's impact on sales. Sales data can provide valuable insights into the effectiveness of the campaign. If there is a noticeable increase in sales of the advertised product during the campaign period, it indicates that the offline campaign was successful in driving purchases.

Brand awareness

While more easily measurable than in-store traffic and product sales, brand awareness is also an important KPI for measuring the performance of offline campaigns. Brands can conduct surveys to track unaided and aided brand awareness before and after an offline campaign. They can gauge the campaign's impact on brand recognition and customer perception by comparing the results.

How DISPL empowers you to monetize your screens

With DISPL, you have several opportunities to monetize your screens. They vary in their degree of control over price, content, and management, ensuring a solution that suits every retailer's needs.

Direct Ad sales

It is a software solution through which you can quickly run and manage ad campaigns on screens in your store. The downside of this solution is that you need to find advertisers yourself, but the upside is that you have complete control over the price, content, and display schedule. 

DISPL Ads (SSP/DSP)

It is a programmatic self-service portal where digital signage screen owners can manage screens, and advertisers can upload their content and define the necessary criteria, such as location, store type, audience demographics, frequency, and ad budget. The content is then matched to a suitable screen using a programmatic algorithm that considers both parties' defined criteria. The only step required from the media owner is to agree or reject the advertising campaign. Consequently, among the advantages of the self-service platform is the automation of the whole process, which requires almost no participation, and among the disadvantages is the low control over the price and content.

Key features of DISPL solutions 

DISPL solutions are powerful tools retailers and brands can use to run and optimize offline marketing campaigns. It offers various vital features that enhance its effectiveness.

Geo and device targeting

DISPL allows advertisers to refine their campaigns by selecting parameters such as geographic location, type of store, and screen format. Advertisers can also schedule their ads based on specific days, hours, and frequency. This targeted approach ensures maximum return on investment and facilitates testing various marketing hypotheses to enhance efficiency.

Demographic targeting

With DISPL's AI-powered sensors, advertisers can target their campaigns to specific demographics, including gender and age. Advertisers can ensure higher viewer relevance and cost-effectiveness by showing ads exclusively to the selected audience. This enables the launching of multiple campaigns for diverse audiences, providing insights into which demographics show more significant interest.

Various pricing models

DISPL offers various pricing models powered by AI audience analytics to cater to different campaign objectives and requirements. The cost-per-1000 ad plays model is optimal for campaigns targeting a specific number of ad broadcasts. The cost-per-thousand-impressions (CPM) model best suits advertisers focused on reaching their target audience. The cost-per-one targeted contact (CPV) model is tailored for campaigns that demand a guaranteed number of views by the target audience. These pricing models provide flexibility, accuracy, and efficiency and allow advertisers to choose the most suitable option for their specific campaign goals. 

Performance reports

DISPL offers comprehensive performance reports for digital signage advertising campaigns. These reports include metrics such as the number of ad plays, the total budget alongside actual expenses to date, and impressions based on historical data or specified campaign parameters. This data helps users monitor and adjust their campaigns for optimal performance.

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Conclusion

In-store retail media networks offer a unique opportunity for retailers to generate additional revenue while enhancing the shopping experience. With solutions like DISPL Ads, navigating the world of in-store advertising becomes streamlined and profitable, providing a win-win scenario for retailers, brands, and consumers.