Vibenomics, Placer.ai Partner to Improve Measurement of In-Store Retail Media
In-store digital advertising provider Vibenomics has partnered with Placer.ai for visitation data and audience insights that it will use to build an accurate and addressable solution for audio and display advertising in stores.
In-store retail media has become a hot topic and an increasingly critical component of brick-and-mortar strategy, but objective and contextual measurement has proven challenging. The partnership with location analytics and marketing intelligence platform Placer.ai will help Vibenomics leverage these objective metrics within its impression data as part of a more holistic in-store audio and digital display measurement process, according to a media release from Placer.ai.
"Placer.ai’s advanced location analytics and foot traffic insights are a valuable addition to our retail media solutions, as we now offer our clients a more comprehensive understanding of consumer behavior and preferences,” Paul Brenner, senior vice president of retail media and partnerships of Vibenomics, a Mood Media Company, said in the release. "The combination of Vibenomics in-store audio and display solutions with Placer's insights and analytics will empower retailers and brands to make informed, effective advertising decisions that yield better results."
As retailers continue to build out their in-store retail media capabilities for promotional messaging and to aid in the shopper journey, technical solution providers will play crucial roles, according to Placer.ai. The company also notes that leveraging retailers’ first-party data, coupled with privacy-oriented third-party data, is critical to retail media’s ongoing development.
“The increasing emphasis on retail media within the physical retail landscape underscores the significant potential it offers to those marketing or selling products in-store,” Dan Hight, VP of channel partnerships at Placer.ai, said in the release. “By combining accurate and dependable measurement and analytics capabilities with leading solution providers — like Vibenomics — agencies and brands can enhance their ability to better target, measure and demonstrate the impact and value of in-store media within their comprehensive retail media strategies.”