{"id":484,"date":"2021-07-15T08:11:00","date_gmt":"2021-07-15T12:11:00","guid":{"rendered":"https:\/\/www.inreality.com\/?post_type=newses&p=484"},"modified":"2022-02-07T07:28:45","modified_gmt":"2022-02-07T12:28:45","slug":"new-inreality-white-paper-paving-the-path-to-smart-retail-media","status":"publish","type":"newses","link":"https:\/\/www.inreality.com\/es\/newses\/new-inreality-white-paper-paving-the-path-to-smart-retail-media\/","title":{"rendered":"New inReality white paper: Paving the path to smart retail media"},"content":{"rendered":"\t\t
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The religious debate at hand is if\u00a0the model to follow is that of\u00a0<\/span>mass reach and frequency or\u00a0<\/span>personalization valued by both\u00a0<\/span>the people it reaches and the\u00a0<\/span>advertisers seeking to connect\u00a0<\/span>with them. Given that many of\u00a0<\/span>retail media\u2019s apertures are\u00a0<\/span>digital, it would seem plausible to\u00a0<\/span>model after other established\u00a0<\/span>digital marketing tools such as\u00a0<\/span>online and mobile marketing. The\u00a0<\/span>challenge is that many in-store\u00a0<\/span>marketing vehicles first\u00a0<\/span>appeared in print. Therefore, they\u00a0<\/span>have too often been categorized\u00a0<\/span>as \u2018print in motion\u2019 versus the\u00a0<\/span>extremely powerful digital\u00a0<\/span>engagement tools that they are.\u00a0<\/span>As multiple industry change\u00a0<\/span>agents have appeared both\u00a0<\/span>technologically and culturally,\u00a0<\/span>the time is now to recast how we\u00a0<\/span>view in-store digital media and\u00a0<\/span>the role in which it can play for all\u00a0<\/span>involved in the retail ecosystem\u00a0<\/span>when it becomes \u2018smart\u2019.\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

This white paper is meant to offer\u00a0<\/span>a POV on this topic. The views\u00a0<\/span>expressed are based on\u00a0<\/span>experience, history and\u00a0<\/span>irrefutable lessons learned from\u00a0<\/span>both retail as well as other\u00a0<\/span>vertical channels.<\/span><\/p>\n

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