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Retailers Developing Their Media Muscle
Online retailers have tapped into the advertising power of their digital sites for years by relying on various automated tools to show third-party advertisements to relevant consumer segments. But now, retailers with a strong offline presence can also leverage physical marketing impressions and focus their campaigns while reaching consumers at the point of purchase, says Placer.ai in a new white paper.
And despite the gloomy predictions regarding the future of brick-and-mortar retail, major retailers are continuing to see their physical visits outnumber their online ones. “So although, up until recently, these brands have focused their media placements on their digital channels, it is becoming increasingly clear that these chains’ physical stores hold powerful – and currently untapped – advertising potential,” the white paper says.
For example, Dollar General saw significant success over the pandemic, with the current economic climate continuing to benefit the brand. Between January and August 2022, nationwide visits to Dollar General venues were 35.6% higher than they were between January and August 2019, while the number of visitors increased 25.4% in the same period.
The company has also operated a media network since 2018. Its Dollar General Media Network (DGMN) enables advertisers to reach Dollar General consumers across the company’s channels to build awareness both digitally and in physical spaces.
Advertisers with DGMN can display in-store bollard, blade, and wipe stand signs, security pedestals, basket bottomers and shelfAdz to deliver in-store messaging. Recently, Dollar General announced that its ad platform was now working with 21 new advertising partners, ranging from Unilever to General Mills.
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- ◦Economy
