Vibenomics, a pioneer in in-store audio advertising, has teamed up with Microsoft Advertising to transform the retail media landscape. This innovative partnership harnesses Vibenomics‘ expansive network of over 170 million unique monthly shoppers, delivering an efficient, scalable, and easily implementable solution that seamlessly links digital campaigns to physical shopping experiences.
This extensive reach establishes an ideal partnership for collaborating and integrating in-store channels. Vibenomics supplies the hardware, while Microsoft Retail Media handles measurement, offering unified reporting and attribution across channels. This pilot aimed to develop an omnichannel retail media solution that merged onsite and in-store channels.
Vibenomics collaboration with Microsoft Advertising is a game-changer for several reasons. Firstly, it offers a unified solution for the programmatic deployment of digital and in-store media, complete with robust measurement and attribution capabilities. This approach measures the influence of joint exposure across channels and ensures that brands can effectively track the impact of their campaigns.
Secondly, in a post-Covid world where brands are reallocating their marketing investments to focus more on in-store sales, programmatic in-store media offers a swift and effective way to reach customers within critical retailers. This shift in strategy highlights the importance of integrating digital and physical marketing efforts to drive sales and enhance the overall customer experience.
Another key benefit of this partnership is eliminating the disconnect between brand marketing and in-store consumer behavior. Programmatic in-store media enables brands to launch and adjust campaigns quickly, aligning with the faster timelines of digital media. This agility ensures that brands stay ahead of the competition and capitalize on emerging trends in real-time.
Lastly, this partnership sets a new standard for retail media by offering integrated onsite, offsite, and in-store capabilities. This omnichannel approach allows brands to engage with customers at every touchpoint, delivering a seamless and cohesive brand experience across all channels.
The success of this approach is exemplified in our work with a leading CPG brand, where we achieved remarkable results. By combining onsite, offsite, and in-store strategies, we helped the brand achieve a:
These outcomes underscore the significance of integrating in-store audio with e-commerce as a retail media strategy. The end result is a compelling case for brands looking to enhance their market effectiveness and deliver impactful experiences to their customers.
The collaboration between Vibenomics and Microsoft Advertising marks a significant milestone in the evolution of retail media. By leveraging the power of in-store audio advertising and digital marketing tactics, brands can now create more impactful campaigns that drive sales and enhance the overall customer experience.
“We’re excited about collaborating with Microsoft Advertising to bring omnichannel retail media capabilities in-store. Our expertise in infusing in-store audio and display experiences within the broader shopping journey complements Microsoft’s strength in measuring true campaign impact across online and offline touchpoints. This integration demonstrates the vast potential of unifying digital and physical channels to immerse audiences while providing advertisers transparency into what messages inspire action.”
— Paul Brenner, SVP of Retail Media and Partnerships at Vibenomics, a Mood Media Company
Vibenomics, a Mood Media Company, is the leading in-store digital provider with a combined in-store network with Stingray Advertising that reaches over 170 million monthly unique shoppers and 1 billion monthly shopping visits in the United States. Our platform provides a single, all-in-one retail media network, empowering advertisers to deliver an on-premise experience and to connect with consumers via display, audio, and experiential channels.
Ready to enhance your in-store advertising game with in-store audio? Engage with Vibenomics today and make 2024 a year of unparalleled success for your in-store campaigns.
Advertisers constantly seek innovative ways to capture consumers’ attention in the ever-evolving retail landscape. While visual displays have long been a staple in creating engaging in-store experiences, the synergy with in-store audio advertising has emerged as a powerful combination that elevates the overall impact on consumers’ purchase decisions.
Imagine entering a store where vibrant digital displays catch your eye, showcasing the latest products and promotions. Now, add another layer to this sensory experience – the subtle yet influential power of in-store audio advertising. Let’s explore how these two elements work in harmony to create a dynamic and immersive environment for shoppers.
Visual displays are undeniably effective in conveying information, but audio integration takes engagement to a new level. In-store audio advertising provides a multi-sensory experience, allowing businesses to communicate their brand message through visuals and carefully crafted soundscapes. The combination of sight and sound captivates consumers, making their shopping experience more memorable and enjoyable.
While digital displays communicate a brand’s identity visually, in-store audio advertising adds an auditory dimension that reinforces brand recognition. A well-designed audio ad with a distinct voice and brand creative can leave a lasting impression on consumers, helping to establish and strengthen brand identity. Consistency across visual and auditory elements enhances brand recall, fostering a deeper connection with the audience. Vibenomics found that 40% of consumers indicated that in-store audio catches their attention because it’s highlighting a brand they know and trust (Vibenomics Suzy Research Audio In-Store Report, June 2023).
Digital displays excel at presenting product information, but in-store audio advertising serves as a reinforcement mechanism. Imagine a digital display highlighting a new product while a corresponding audio ad provides additional details and directs shoppers to where the product is located in the store. This combination ensures that consumers receive comprehensive information, increases the likelihood of message retention, and in turn, has a great impact on purchase decisions.
In-store environments are not just about products but about creating an ambiance that resonates with the brand. In-store audio advertising contributes to this by setting the tone, whether it’s through curated music, narrations, or promotional messages. The fitting audio complement to visual displays can create a cohesive atmosphere that aligns with the brand’s personality and enhances the overall consumer experience.
Digital displays often incorporate calls to action, encouraging consumers to explore products or take advantage of promotions. In-store audio advertising amplifies these calls to action by adding a persuasive and dynamic element. Whether it’s prompting consumers to try a new product or announcing limited-time offers, combining visual and auditory cues increases the likelihood of customer response. Vibenomics discovered that 41% of consumers indicated that in-store audio catches their attention by introducing them to a new brand/product (Vibenomics Suzy Research Audio In-Store Report, June 2023).
The marriage of in-store audio advertising with in-store digital displays represents a dynamic duo in retail media. By leveraging the strengths of both mediums, businesses can create immersive, memorable experiences that resonate with consumers long after they leave the store. As the retail media landscape continues to evolve, the harmonious blend of audio and visual elements is poised to play a pivotal role in shaping the future of in-store advertising.
Vibenomics, a Mood Media Company, is the leading in-store digital provider with a combined in-store network with Stingray Advertising that reaches over 170 million monthly unique shoppers and 1 billion monthly shopping visits in the United States. Our platform provides a single, all-in-one retail media network, empowering advertisers to deliver an on-premise experience and to connect with consumers via display, audio, and experiential channels.
Ready to elevate your retail media strategy with in-store audio? Click here to engage with Vibenomics today!
The holiday season is upon us, and with it comes the festive flurry of gift-giving, feasting, and merry-making. Understanding the nuances of holiday shopping behaviors is crucial for retailers aiming to make the most out of this season.
Vibenomics, in collaboration with Suzy Market Research, has gathered valuable insights into the minds of consumers during this festive period. Let’s explore critical findings from the data and dive into how in-store audio advertising can play a pivotal role in enhancing the holiday shopping experience.
78% of consumers plan to do their holiday shopping in-store (Vibenomics Suzy Market Research, Oct. 2023). This data point indicates a strong inclination towards the traditional brick-and-mortar shopping experience, emphasizing the importance of optimizing in-store strategies to capture the attention of holiday shoppers.
Breaking down the in-store shopping trend further, 36% of consumers plan to do most of their holiday shopping at grocery stores, 31% at dollar and discount stores, and 22% at home improvement stores (Vibenomics Suzy Market Research, Oct. 2023). Understanding these preferences allows retailers to tailor their shopping experiences and brands to adjust their marketing efforts to specific audiences and merchandise accordingly.
Holiday deals are a significant draw for shoppers, with 61% expressing their intent to take advantage of retailer/brand-specific holiday sales (Vibenomics Suzy Market Research, Oct. 2023). This statistic presents an opportunity for retailers to strategically promote their holiday offers and capture the attention of bargain-seeking consumers.
77% of consumers plan to purchase groceries during the holidays, followed closely by 68% for holiday-themed food/snacks and 54% for adult beverages (Vibenomics Suzy Market Research, Oct. 2023). Retailers can leverage this information to curate unique holiday-themed displays and strategically position products to meet consumer demands.
Regarding decision-making, consumers prioritize price, quality, and promotions/sales. This data emphasizes the importance of offering competitive prices, maintaining high product quality, and effectively communicating promotional offers to sway consumer choices.
In this landscape of holiday shopping preferences, in-store audio advertising emerges as a powerful tool for retailers. Vibenomics data supports the idea that audio advertising can significantly impact product discovery, brand sales, and overall shopping experience. Here’s how:
As retailers gear up for the holiday rush, understanding the intricacies of shopper behavior is crucial. Vibenomics Suzy Market Research on Holiday Shopping Behaviors provides valuable insights that can guide brands and retailers in tailoring their strategies to meet consumer expectations. By incorporating in-store audio advertising, retailers can elevate the holiday shopping experience, driving sales and creating lasting connections with consumers in this joyous season!
Vibenomics, a Mood Media Company, is the leading in-store digital advertising provider with 23,600+ shopping locations in the U.S. Our platform provides a single, all-in-one Retail Media network, empowering advertisers to deliver an on-premise experience and to connect with customers via display, audio and experiential channels.
Ready to learn how Vibenomics can elevate your Retail Media strategy with in-store audio? Click here to engage with Vibenomics today!
Suzy Market Research is a comprehensive consumer insights platform seamlessly incorporating AI-driven quantitative and qualitative research and top-tier audiences within a unified research cloud. With the endorsement and trust of more than 500 prominent brands spanning 22 industries, the Suzy platform has solidified its reputation.
In today’s dynamic advertising landscape, capturing consumers’ attention and delivering personalized messaging is the holy grail for brands and advertisers. Enter in-store audio, a powerful and increasingly popular tool changing the game when it comes to reaching consumers in a personalized way. Here’s how in-store audio paves the path for brands and advertisers to connect with their target audience like never before.
In-store audio has a unique advantage over other forms of advertising—it engages multiple senses simultaneously. When consumers walk into a store, they’re not just seeing products; they’re hearing messages, too. This sensory experience creates a more immersive and memorable shopping environment. By using carefully crafted audio ads, brands and advertisers can leverage this sensory immersion to capture consumers’ attention right at the point of purchase!
One size does not fit all, especially in advertising. In-store audio enables brands and advertisers to tailor their messages to reach and influence a specific consumer. For example, a grocery store that draws many health-conscious shoppers on particular days of the week can utilize in-store audio to highlight health-conscious products when these shoppers are most likely to visit. This degree of customization guarantees that the appropriate message reaches its intended audience at the optimal moment.
In-store audio allows for real-time targeting, which means brands and advertisers can respond quickly to changing conditions and consumer behaviors. For example, during a heatwave, a beverage company can promote its cold drinks through in-store audio, capitalizing on the immediate demand for refreshing beverages. Real-time targeting ensures that advertising efforts are not only personalized but also highly relevant.
Personalized messaging through in-store audio continues beyond product promotions. Brands can use this medium to engage with consumers more deeply, sharing their brand story, values, and mission. When consumers feel a personal connection with a brand, it fosters a sense of loyalty. This loyalty can lead to repeat purchases and long-term customer relationships.
Conversely, in-store audio can encourage consumers to purchase a new brand or product. P2PI’s 2023 Engaging Shoppers Report found that 37% of consumers are motivated to discover new products while shopping in-store!
Consumers today appreciate an individualized and convenient shopping experience. In-store audio contributes to this by offering helpful information, product recommendations, and entertainment while shoppers navigate the aisles. P2PI’s 2023 Engaging Shoppers Report found that four out of five shoppers enjoy seeing or hearing about available products in-store! This enhanced shopping experience not only makes consumers feel valued but also encourages them to spend more time in-store.
In-store audio is a dynamic and versatile medium that empowers brands and advertisers to connect with consumers on a deeply personal level. By engaging multiple senses, tailoring messages, and leveraging real-time targeting, brands can deliver personalized experiences that captivate and convert. Personalization not only increases sales but also fosters long-term brand loyalty, making in-store audio an invaluable asset in the modern advertising toolbox.
As technology advances, the potential for even more personalized and impactful in-store audio experiences is boundless, offering exciting opportunities for brands and advertisers to leave a lasting impression on their audience.
Vibenomics, a Mood Media Company, is the leading in-store digital advertising provider with 23,600+ shopping locations in the U.S. Our platform provides a single, all-in-one Retail Media network, empowering advertisers to deliver an on-premise experience and to connect with customers via display, audio and experiential channels.
Ready to learn how Vibenomics can elevate your Retail Media strategy with in-store audio? Click here to engage with Vibenomics today!
Mood Media is the world’s leading experiential media company providing music, messaging, digital signage, AV systems and scent. Mood Media’s solutions make every shopping and guest experience more personal and more engaging. Their fully-integrated solutions leverage advanced digital technology, curated and original creative content, and design expertise to deliver meaningful customer experiences that drive sales. Explore Mood Media’s in-store solutions here!
Retail Media has evolved beyond traditional advertising in today’s fast-paced digital landscape. Brands and retailers constantly seek innovative ways to engage consumers across various channels. One strategy that’s gaining immense traction is the omnichannel approach. This approach enhances consumer experiences and drives sales and brand loyalty.
Omnichannel retail is more than just a buzzword; it’s a comprehensive strategy that seamlessly integrates all marketing channels throughout the shopping journey. Brands strive to provide a consistent and unified shopping experience with brick-and-mortar stores, e-commerce websites, mobile apps, and social media platforms.
A successful omnichannel strategy requires a deep understanding of the modern customer. Today’s consumers are tech-savvy and demand convenience, personalization, and immediate access to information. According to DevPro Journals’ Consumer Product Content Benchmark Report (2022), 81% of consumers expect uniformity in a brand’s product content experience across all touchpoints. Retailers that can meet these expectations are better poised for success.
The omnichannel approach is no longer a choice but a necessity for businesses looking to thrive in the digital age. By harnessing customer data, providing seamless shopping experiences, personalizing content, and leveraging real-time analytics, retailers can meet the evolving demands of modern consumers and gain a competitive edge in the retail landscape. It’s time to embrace the omnichannel revolution and unlock the full potential of Retail Media!
Vibenomics, a Mood Media Company, is the leading in-store digital advertising provider with 23,600+ shopping locations in the U.S. Our platform provides a single, all-in-one Retail Media network, empowering advertisers to deliver an on-premise experience and to connect with customers via display, audio and experiential channels.
Ready to unlock the full potential of your omnichannel strategy with Vibenomics’ innovative in-store solutions? Click here to engage with Vibenomics today!
Picture yourself strolling into your local grocery store with a handwritten Labor Day shopping list. As you enter the store and weave through the aisles, a catchy familiar tune fills the air, infusing your shopping journey with energy. Amidst this musical backdrop, an artfully crafted audio ad takes center stage, emanating from the store’s speakers. This clever in-store promotion, perfectly tailored for the upcoming events, captivates your attention and weaves a compelling narrative.
The persuasive allure of the audio ad not only highlights a limited-time discount on an appealing product, but also provides clear directions to their location in an aisle or store department. Intrigued by the offer, you find yourself irresistibly drawn to explore this enticing deal. Although you initially planned for the items on your list, the magnetic pull of the sale convinces you to try a new brand or add an item to your list.
This scenario vividly illustrates the potent impact of sound harnessed through in-store audio. It seamlessly merges auditory engagement with in-store advertising, creating an unparalleled shopping experience.
In the ever-evolving landscape of retail media, where digital advertising tactics are in perpetual flux, a recent study by Vibenomics in June 2023 highlights the paramount importance of in-store audio as a retail media strategy and its remarkable ability to:
Despite the surge in online shopping and virtual stores, an astonishing 96% of consumers continue to explore the physical aisles of brick-and-mortar stores (P2PI Special Report, 2022). Vibenomics’ study reveals that 41% of shoppers make in-store purchases influenced by in-store audio.
The power of sound to seize attention and guide decisions is undeniably captivating. Remarkably, 46% of shoppers derive joy from these audio advertisements, while an even more substantial 54% find them informative (Vibenomics Suzy Research, June 2023). In-store audio effectively grabs attention by:
In the bustling realm of retail, where every part of the shopper journey vies for attention, Vibenomics’ study uncovers that in-store audio acts as a seamless conduit, effortlessly guiding shoppers to the products advertised on the shelves.
Notably, in-store audio boasts a 14% higher visibility rate among shoppers compared to displays (Vibenomics Suzy Research, June 2023). This statistic underscores the effectiveness of in-store audio in captivating attention amidst the sensory overload of a retail environment. Unlike displays that might struggle to influence shopper behavior due to limited exposure and engagement, in-store audio emerges as an impactful force at the point of purchase. Key factors contributing to in-store audio’s guidance include:
In the realm of shopper choice, where a myriad of brands clamor for attention, Vibenomics’ study reveals that in-store audio enables advertisers to harness brand awareness and ignite new customers as well as loyalty.
Cultivating a unique brand identity is pivotal. In-store audio becomes an invaluable ally, echoing a brand’s values and personality. Whether exuding a cheerful ambiance or a refined demeanor, in-store audio’s attention grabbing message captivates its intended audience. Through in-store audio, advertisers infuse personality and character into their brands.
Acknowledging the influence of in-store audio is crucial. The power of sound is a potent force in the realm of consumer shopping.
Vibenomics, a Mood Media Company, is the leading in-store digital advertising provider with 23,600+ shopping locations in the U.S. Our platform provides a single, all-in-one retail media network, empowering advertisers to deliver an on-premise experience and to connect with customers via display, audio and experiential channels.
Ready to learn how Vibenomics can elevate your Retail Media strategy with in-store audio? Click here to engage with Vibenomics today!
The collaboration creates national reach, alleviates fragmentation and brings consistency to buying in-store. Our diverse retailer network brings ubiquity to advertisers..
Brands demand transparency of buying and insights of the results. This collaboration aligns with the rapidly growing Retail Media investments through our extensive shopping audience spanning 25,000+ locations and 800 million monthly shopping visits to answer both of those demands. Enabling campaign activation across retailers and verticals allows agencies to make a buy that creates impact and influence.
By opening up all networks to both sales teams, we can drive demand for everyone. Alongside the retail media networks own in-store sales efforts, our teams will add national ad spending across the portfolio. This unified approach, including our top-tier turn-key production services and comprehensive reporting, ensures acceleration of how a retailer monetizes in-store audio and display.
While the entire network is ‘accessible’ today, our goal is for all networks to be on a single software platform by early-2024. Notable retail locations within this network include Kroger, Albertsons, CVS, Safeway, Southeastern Grocers, Hy-Vee, Rite Aid, Food Lion, Giant Martin and many more. This gives advertisers a broad reach across diverse retail segments, reaching over 800 million shopping visits monthly, in 25,000+ store locations and more than 10 exposures per month per shopper.
Each of advertising clients will continue to work directly with a designated account representative and their Ad Ops Lead for customer success. Regardless of which network the brand is running ads on, your single point of contact will remain the same.
Aside from measurement supported by third-party partners, our measurement options applied to this network include:
This collaboration offers a platform for brands to connect with their target audience on a large scale through audio in-store, targeting by:
The Interactive Advertising Bureau (IAB) has included in-store digital advertising, along with onsite and offsite solutions in its 2023 Retail Media Buyer’s Guide. With U.S. retail media spend projected to increase from $31B in 2021 to $61B in 2024, accounting for over 17% of total U.S. digital ad spending, this growth highlights the vital role of in-store advertising in driving retail media and enhancing consumer engagement.
As in-store shopping continues to attract a larger audience compared to online platforms, the significance of digital retail media ad spending becomes even more apparent. Digital retail media ad spending is estimated to reach $40.81 billion in 2022 — more than triple its pre-pandemic levels — and expected to reach $61.15 billion in 2024. According to Forrester’s 2022 Retail Media Ad Sales Report, experts predict ad revenue growth across retail media networks in the U.S. market will double over the next four years.
By incorporating in-store offerings into their overall Retail Media strategy, retailers enhance the customer experience and enable effective mid-lower funnel advertising, empowering brands to target consumers at a critical point in the buying journey. This approach allows brands to deliver personalized messages that resonate with shoppers, increasing engagement and the likelihood of conversion.
Some effective mid-lower funnel strategies involve retargeting users who have previously interacted with a brand and utilizing dynamic product ads to showcase relevant products or services. These strategies aim to re-engage and remind users of their interest, increasing the chances of conversion and driving sales.
The In-Store digital advertising solutions, as described in the Buyer’s Guide, include multi-touch models and omnichannel strategies, enabling retailers to optimize and assess the effectiveness of in-store digital messaging. This definition reflects the evolving retail landscape in our dynamic “phygital” world, where physical shopping experiences meet innovative technologies to deliver an elevated and interactive consumer journey.
Mood Media’s acquisition of Vibenomics creates a single point of integration for retail media platforms to access, deliver, measure and evaluate on-premise digital impressions via multi-touch models and omnichannel strategies such as the following:
Brands can tap into the value of retailers’ first-party data to utilize the digital technologies of retail media networks (RMNs) and leverage their in-depth understanding of customer preferences and behavior. The result leads to brands effectively targeting the right customers with their ads and campaigns, maximizing the impact and relevance of their marketing efforts. These innovative in-store strategies can help retailers create a dynamic, immersive environment, captivating shoppers, encouraging interaction and driving sales and customer loyalty.
As the IAB and its members have incorporated in-store digital advertising into the retail media buying landscape, there is a growing demand for modernization from brands seeking simplified and innovative approaches aligned with modern measurement standards.
The IAB has recognized the importance of in-store digital advertising for retailers and brands who want to engage consumers more effectively at the point of sale. Unlike the traditional, segmented approach, omnichannel strategies integrate onsite, offsite and in-store channels seamlessly, providing customers with a streamlined and cohesive shopping experience.
This shift towards omnichannel strategies has benefitted retailers, with omnichannel consumers making purchases 70% more frequently. Phygital environments are an advanced iteration of omnichannel retail, combining in-store experiences and the technology of online environments. Brands and retailers must embrace digital solutions and personalized experiences to thrive in the evolving retail landscape. There are various options available for advertisers to capitalize on this trend. For instance, Kroger and Hy-vee have ventured into digital audio in-store to improve the customer experience and increase sales.
Brick-and-mortar retailers should leverage retail media teams to carry out advertising strategies, monetize their physical spaces and enhance their revenue streams. Retail media teams can:
Vibenomics is a single integration point for retail media platforms to access, deliver and measure in-store digital impressions. With Mood Media’s advanced on-premise digital solutions, Vibenomics offers a turnkey solution – simplifying ad-buying and enhancing retailers’ owners’ management of customer experiences. This strategy equips brands and retailers to maximize and measure the impact of in-store digital messaging via multi-touch models and omnichannel approaches.
Over six years, Vibenomics has helped U.S. retailers increase purchase likelihood by up to 77% using audio in-store advertising. Understanding the needs of brands and retailers, Vibenomics has worked to create a simple solution for managing their owned and operated assets while integrating smoothly with other media in their stores.
Retailers can’t deny the importance of in-store digital advertising. Vibenomics, now within IAB’s 2023 Retail Media Buyer’s Guide, is undeniably positioned to provide retailers with in-store solutions that complement and strengthen the effectiveness of Onsite and Offsite strategies.
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Paul Brenner
Vibenomics // Senior Vice President, Retail Media and Partnerships
With more than 25 years of experience in media & entertainment and advertising technology leadership, Paul Brenner served in several c-suite roles including division President with Emmis Operating Company [NASDAQ:EMMS]. As President of NextRadio/TagStation his work focused on global innovation through FM Chip activations in all smartphones for audience measurement, improved in-car user experiences, and data attribution platforms for all broadcast radio. In 2019, Paul joined Vibenomics as Chief Strategy Officer to help develop the go-to-market strategy for the company’s first-to-market Audio In-Store advertising solution. Following a successful launch, Brenner was promoted to President of Audio OOH to oversee all efforts surrounding revenue-generating activity and related partnerships. After the company’s recent integration with Mood Media, Paul was promoted to SVP of Retail Media and Partnerships, where he works to evangelize and innovate the In-Store segment of Retail Media.
The retail landscape has changed dramatically over the past two years with the rise of virtual shopping. But as COVID-19 cases decline and vaccination distribution increases, brick-and-mortar shopping is making its return.
The influx of brands in brick-and-mortar stores requires retailers to adopt effective marketing strategies that drive foot traffic and customer loyalty. While e-commerce will remain popular, brands interacting with customers through various media — print ads, e-commerce apps, social media ads and primarily contextual ads in-store — will keep ahead of competitors. To drive purchases, brands must reach consumers across the sales funnel, delivering a consistent buying experience online and offline.
To capture and maintain shoppers’ attention in the crowded retail landscape, brands must invest in efforts designed to maximize customer interaction. For example, 48% of shoppers say in-store audio encourages them to locate products in-store and consider purchasing — the same amount as with video ads and digital screens. One of many notable findings in the Path to Purchase Institute’s “Shopper Engagement with Retail Media” research report.
Retailers are increasingly adopting audio out-of-home (OOH) — an in-store advertising strategy sitting at the end of the marketing funnel and targeting shoppers at the point of purchase. With 89% of consumers noticing in-store audio, retailers are eager to tailor ad messages played between songs to target hyper-specific, local customers with the highest propensity to spend.
This strategy offers a dynamic — not static — advertising approach. For example, it doesn’t rely on someone to walk by a display or see a posted sign. Instead, it reaches a “captive audience” throughout a store. The report found that 59% of consumers enjoy seeing or hearing about the products available at the retailer and are open to considering purchasing them during their shopping trip, proving this is an effective advertising tactic.
Retailers can customize audio OOH campaigns based on current inventory, eliminating the accidental promotion of out-of-stock products. Customer demographic data such as gender, age and lifestyle offers insights to guide decisions about ad choice and scheduling to optimize impact.
By implementing audio in-store as an integral part of their retail media strategy, advertisers and retailers gain an additional tool to raise in-store sales through optimized customer engagement, a sentiment Vibenomics has been driving with larger retailers in the industry for years.
Despite the current economic climate, retail media has cemented itself in the advertising landscape. “Fool-proof” channels like paid search, social media ads and cookies do not offer the same access to customers they once did. Therefore, brands realize the necessity of building a more complete marketing funnel by connecting with their customers through multiple touchpoints along the buyer’s journey.
Continued investment in retail media, specifically digital in-store media — including video displays and audio advertising — demonstrates these markets’ resilience in the face of economic and industry change. Shopper first-party data will continue to drive these channels, providing a win-win for advertisers and retailers. Advertisers can maximize the value of each customer interaction. Retailers open themselves to alternative revenue streams.
In competitive environments like grocery, convenience stores or big-box retailers included in this report, audio in-store can make the difference in what items people choose. Brands need options to layer their campaigns and highlight their products. For this purpose, audio OOH is the perfect partner.
About the Author
Paul Brenner joined Vibenomics in 2019 as Chief Strategy Officer to help develop the go-to-market strategy for the company’s first-to-market Audio Out-of-Home advertising solution. After a successful launch, Brenner was promoted to President of Audio OOH to oversee all efforts surrounding revenue-generating activity and related partnerships, and recently joined the DPAA Research Committee and new IAB Retail Media Committee. He has more than 25 years of experience in media and entertainment and technology leadership.
Quarantined. Isolated. Secluded. These are all words that resonate after over a year of living through the COVID-19 pandemic. Business trips turned into virtual conferences, birthday parties converted into zoom meetings, and family vacations were altered to local, socially-distanced outings. The pandemic has not only affected the way we live our day-to-day lives, but has had an unprecedented effect on the future of consumption, advertising, and understanding of consumer buying behaviors. With the rise of e-commerce, digital advertising, and social media usage, businesses were able to react quickly to the immediate shift in the observation and perception of targeted advertisements. While businesses can celebrate overcoming the challenges in reaching their targeted consumers through traditional marketing methods during the pandemic, the next challenge awaits: Are advertisers prepared for the surge of audiences to re-enter the out-of-home advertising market, post-pandemic?
Following a year of uncertainty and anticipation of the “return to normal,” the summer of 2021 is predicted to bring an immense domestic travel surge. As a matter of fact, American Airlines is expecting to fly nearly 90% of its 2019 system capacity just within the summer months of 2021. Not only are airlines experiencing this surge, but road travel has increased significantly within the past few months. With the increased popularity of road trips expected throughout the course of the summer, car rentals, hotels, and convenience stores are preparing for the anticipated traffic from travelers crossing state borders. Along with the suspense surrounding travel, convenience stores have the opportunity to position themselves to reach their largest in-person audiences since before 2020. Likewise, with millions of Americans ready to explore after a year of isolation, advertisers should be prepared for the surge of in-store traffic and listening ears. Brands have the opportunity to reach a diverse market of potential consumers when propensity to spend is highest, making consumers more inclined to react to advertisements about snacks, drinks, and other travel essentials with the inevitable need to make pit stops while on the road.
Convenience store locations must prioritize the customer experience in order to become the top pick of the road trip when dozens of options line the interstate. Utilizing Audio OOH in store locations to provide upbeat music and informative messaging while consumers are browsing snacks and stretching their legs will create greater brand loyalties. This increased traffic presents a great opportunity for advertisers and brands aiming to increase brand awareness along the path to purchase. On-the-go snacks, drinks, forgotten essentials, and the convenience of a one-stop-shop will acquire the most diverse audience that is ready to impulsively purchase on the way to their destination. Both retailers and brands can benefit from Audio Out-of-Home (Audio OOH) in-store media in convenience store retail locations. Audio OOH enables retailers to increase sales while improving the customer experience when propensity to spend is highest. Vibenomics, the pioneer in Audio OOH, provides retailers with the cloud-based technology and industry expertise to enhance the in-store experience, build brand loyalty and drive higher sales. Allowing locations to control the in-store vibe through background music, live announcements, and promotional messaging, Vibenomics powers audio channels for retailers, giving brands the ability to talk to shoppers directly at the point of sale.
Take advantage of the summer travel surge, and get started with Audio OOH. Visit vibenomics.com to see how Audio OOH can benefit your business and enhance the consumer experience!
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