Retail Media
In-store impressions, views and clicks, audiences and offline attribution.
- Impressions (in-store)→An in-store impression is a shopper passing within the visibility radius of a screen, end cap or display while it shows the ad.
- Views (in-store)→An in-store view is an impression where the shopper slowed down in front of the placement for a few seconds, the physical version of a viewable impression.
- Clicks (in-store)→An in-store click is a shopper who, after viewing an ad, walks into the category or bay where the promoted product is displayed.
- Opportunity to see (OTS)→Opportunity to see is the share of store trips that pass a placement's visibility area, used to compare and price in-store inventory.
- Offline attribution→Offline attribution connects exposure to in-store media with what shoppers actually buy, by matching each path with its ticket.
- Attribution models→Attribution models decide how credit for a sale is shared between touchpoints: first-touch, last-touch, linear and time-decay are the most common.
- Incremental sales and uplift→Incremental sales are the extra sales caused by a campaign, measured by comparing exposed shoppers with a comparable group that was not exposed.
- ROAS→Return on ad spend (ROAS) is the attributed revenue generated by a campaign for every unit of currency spent on it.
- Smart audiences→Smart audiences are groups of anonymous shoppers built from in-store behaviour: missions, visited planograms, missed opportunities, shopping tool or checkout type.
- In-store rate card→The in-store rate card lists every media placement with its verified audience (impressions, OTS, views) and a suggested weekly price.
- Ticket matching→Ticket matching pairs each anonymous trip with its receipt at the checkout, giving every stop in the path an outcome.
- In-store Retail Media Network→An in-store Retail Media Network sells the store's screens, end caps and displays to brands, with audiences and results measured like digital media.
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