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National  + Retail  | 
Dollar General has formed its own media network and recently added 21 national brands

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. 

For more insights into retailing trends and innovations, come to Connect Retail West, a live conference scheduled for Nov. 9 in Los Angeles. Click here to register.

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About Paul Bubny

Paul Bubny serves as Senior Content Director for Connect Commercial Real Estate, a role to which he brings 13-plus years’ experience covering the commercial real estate industry and 30-plus years in business-to-business journalism. In this capacity, he oversees daily operations while also reporting on both local/regional markets and national trends, covering individual transactions across all property types, as well as delving into broader subject matter. He produces 15-20 daily news stories per day and works with the Connect team and clients to develop longer-form content, ranging from Q&As to thought-leadership pieces. Prior to joining Connect, Paul was Managing Editor for both Real Estate Forum and GlobeSt.com at American Lawyer Media, where he oversaw operations at both publications while also producing daily news and feature-length articles. His tenure in B2B publishing stretches back into the print era, and he has served as Editor in Chief on four national trade publications. Since 1999, Paul has volunteered as the newsletter editor of passenger rail advocacy groups (one national, one local).

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