White Paper
Do Your Brands Have a Media Strategy at Retail?
Everybody is talking about “Retail as media” but sometimes I wonder how many people really believe in it. Most of the marketing world, I fear, views retail promotion as a tactic. A place where a disparate assortment of displays and other merchandising is sent - along with hopes and wishes for a short-term sales lift. I’m not talking about you, of course.
You’re reading The Hub, so obviously you know better! You know that retail can be a medium even if most of the time it is not. You understand that retail has the capacity not only to build your brand’s sales but also to connect emotionally with your shoppers.You know this is an important distinction, because you’ve heard that Procter & Gamble has reportedly restated its media spending to reflect more that $500 Million in in-store media...
