Sony Electronics Reimagines In-Store Retail Media Displays
Consumer electronics and entertainment giant Sony Electronics has joined forces with Media Red, a creative service agency and production company, to reimagine in-store retail media advertising by leveraging underutilized point-of-sale locations.
The collaboration harnesses Sony's commercial display technology (specifically, Sony’s Pro BRAVIA displays) and Media Red's global partnerships and expertise in brand advertising, storytelling, retail design and software development.
This initiative will enable companies to revitalize underutilized operational space in entryways, under-activated aisles, and endcaps to transform ordinary retail spaces into “vibrant, immersive” brand showcases, according to a media release. In-store shoppers will be shown visuals via interactive display technology designed to deepen their engagement and support new forms of revenue generation.
In 2022, Media Red successfully introduced a related retail media test within select Walmart entryway vestibules, pairing interactive digital screens, custom QR codes and branded animation content with long-established claw machines. Toy company MGA (Micro-Games America) Entertainment occupied the opportunity for a time leveraging its popular LOL Surprise brand.
Marketers are projected to invest $128 billion in retail media this year alone, according to a global forecast from the World Advertising Research Center (WARC). New technologies in targeted advertising and engagement metrics now make it possible for retail environments to validate customer reach. This tech can also serve as immersive brand, multi-sensory experiences, helping to acquire new consumers and deepen brand loyalty.
Sony and Media Red can integrate into existing retail media networks, while also establishing their own global ad network. This provides a turnkey solution for retailers seeking to establish their own in-store advertising strategy, per the release.
"This endeavor stands ready to redefine the in-store shopping experience and revolutionize the way brands connect with consumers," Tom Leach, founder and CEO of Media Red, said in the release. "Our ambition goes beyond aligning with the future of retail media; we aspire to forge and define it."
"Media Red's expertise in branded storytelling paired with the high-quality visuals synonymous with Sony's professional displays provide an interactive and opportunistic new form of retail media advertising and customer engagement," added Rich Ventura, vice president, professional display solutions, Sony Electronics. "Together, we are creating an innovative, technology-driven way for shoppers to experience, interact with and immerse themselves in brands and products. This initiative can also enhance a brand's message and fandom, draw attention to key products and enable retailers to capitalize on existing space in a way that has the potential to generate new revenue."
The collaboration also offers in-store advertising opportunities to a variety of retail environments, including big-box retail, convenience stores, shopping malls, theme parks, airports, gyms, fast-food chains, car dealerships and grocery stores.
