As every last Friday of January, today we celebrate World Advertising Day, a date that invites us to reflect on the evolution of this powerful communication tool and its impact on our society.
From the first printed ads to today’s innovative omnichannel strategies, advertising has constantly evolved, adapting to shoppers’ needs and behaviors. At in-Store Media, we want to pay tribute to this powerful discipline that not only inspires and connects but also informs and transforms. Advertising is much more than a simple message: it is the bridge between brands and people, capable of creating unique and memorable experiences.
The evolution of advertising
The history of advertising began with printed media like newspapers and magazines, later leaping to radio and television, where it captivated massive audiences. However, it was in the 1990s, with the advent of the Internet, that a true revolution occurred.
The first online banner marked the beginning of a new era: digital advertising, which revolutionized the industry by enabling audience segmentation and offering unprecedented precision in measuring results. Today, brands aim to do more than inform. They strive to create immersive and personalized experiences that capture the buyer’s attention in an increasingly connected and digitalized ecosystem.
Retail Media is the omnichannel connection transforming the point of sale
The point of sale isn’t just about static posters and displays anymore. With Omnichannel Retail Media, digital and physical platforms come together to connect with shoppers at every step of their purchasing journey. At in-Store Media, we’ve spent over 25 years helping brands and retailers make the most of the point of sale, creating messages that truly resonate at the right moment. And for the past 10 years, we’ve taken that know-how online, driving eCommerce monetization so brands and retailers can reach consumers not just in-store, but wherever they’re shopping. It’s all about creating a seamless, impactful experience—no matter where the purchase happens.
An example of innovation: Chanel and the use of CGI
A remarkable example of how technology drives advertising is the recent Chanel N°5 campaign on the iconic digital screen at El Corte Inglés in Callao, Madrid. This experience uses CGI (Computer-Generated Imagery) to create a striking 3D effect.
The ad features a perfume bottle seemingly emerging from the screen, surrounded by a snowy, constantly moving environment. As the sequence unfolds, perfume boxes come to life, and a giant snowflake dramatically transforms into Chanel’s iconic logo. The combination of visual effects and hypnotic movement illustrates how brands can leverage technology to create campaigns that leave a lasting impression on shoppers.
Types of supports in omnichannel Retail Media
Depending on the environment, Omnichannel Retail Media platforms fall into three key categories:
1. Out-Store
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- First impact: Capture attention before the shopper enters the store.
- Synergy with other media: Messages aligned with brand campaigns across other channels.
- Attention-grabbing designs: Eye-catching layouts to predispose the customer to purchase.
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- Live Lisboa
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- Video Wall
2. In-Store – Sales floor
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- Seduction: Visual creativity and messages that grab the shopper’s attention.
- Teaser effect: Generate curiosity and invite shoppers to explore further.
- Route modification: Influence the buyer’s path to highlight products.
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- Floor Media
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- Live Market
3. In-Store – Aisle
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- Direct messaging: Clear, concise benefits that quickly make an impact.
- Visual link: Graphic elements aligned with the product’s identity.
- Decision influence: Impact shoppers right at the moment of purchase.
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- Shelf Display
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- Stopper Media
4. On-site
a. Display banners: contextualized banners on the homepage, category pages and search results.
b. Sponsored Products: native placements on the home page, product grid, PDP and checkout.
c. Brand Pages: Dedicated branded stores for increased visibility.
d. Newsletters: Targeted campaigns with customized banners.
e. Sampling Online: Distributing free product samples with online purchases on the retailer’s eCommerce site.
Benefits of Omnichannel Retail Media
- Multichannel impact: Reach shoppers at various touchpoints.
- Personalized experiences: Messages tailored to buyers’ needs and behaviors.
- Measurable results: Real-time metrics enable agile strategy optimization.
Advertising at the point of sale continues to evolve, and Omnichannel Retail Media still has enormous potential to explore. The ability to create immersive experiences and connect authentically with shoppers will make the difference, strengthening relationships between brands, retailers, and consumers in an ever-changing market.
