80,000-Screen PMP Enables New Level of Measurable
Effectiveness at the Point-of-Purchase
NEW
YORK, April 12, 2022 /PRNewswire/ -- Omnicom
Media Group (OMG), the media services division of Omnicom Group
Inc. (NYSE: OMC) has launched the industry's first programmatic
marketplace for point-of-purchase screens in the US, encompassing
approximately 80,000 screens across all 50 states, and multiple
points along the in-store and to-the- store journey, including
in-aisle cold case doors, check-out screens, entrance and open- air
kiosks, EV charging stations, and gas pump screens.
According to the 2021 PwC bi-annual Global Consumer Survey, even
as e-Commerce growth continues to accelerate, 48% of consumers
still make purchases inside a physical store once a week; and even
45% of most digitally-native consumers – Gen Z – were likely
to shop in-store.
Live since April 8, this private
marketplace (PMP) gives OMG clients preferred access to net new and
existing consumer touchpoints and the latest advances in
place-based inventory from leading retail vendors/networks -
including Cooler Screens, GSTV, Grocery TV, Lightbox, NRS Digital
Media, Screenverse , Starlite, Velocity, and Volta -
enabling unique influence on consumer decisions immediately
prior to purchase.
End-to-End Impact
OMG's new marketplace gives
its clients a competitive advantage in leveraging the new and
evolving formats that retailers like Walgreen's, CVS, ShopRite,
Whole Foods and many others are offering in and near their stores.
With the ability to reach these highly actionable consumer
touchpoints programmatically, OMG clients can better align and
optimize product proximity and availability, support discovery for
new and existing products, and maximize contextual opportunities to
ignite screen level decisioning that drives incremental sales at a
lower cost.
"With this first-mover marketplace, we're bringing the benefits
of programmatic to the rapidly growing, highly effective and
uniquely measurable environment of point-of-purchase screens," says
OMG North America Chief Activation Officer Megan Pagliuca. "The positive impact will be
seen at all stages of investment, from planning to content
development to activation and measurement."
OMG's PMP for point-of-purchase screens will be incorporated
into the inventory graph and activated within the Omni open
orchestration platform that underpins all Omnicom agencies.
Partner Perspectives
"The partnership between
Cooler Screens and OMG provides a unique trifecta where all parties
benefit," says Cooler Screens co-founder and CEO Arsen Avakian. "Consumers receive contextually
relevant content while they are in a shopping mindset in-store,
empowering them to make better decisions. Retailers are able to
modernize and activate their in-store experience and increase
sales. Brands now have the opportunity to connect digitally
and programmatically with consumers in-store when it matters most
while also being able to measure online to offline
performance."
Looking at the opportunity specifically through the grocery
category lens, Grocery TV Director of Ad Partnerships Nolan Johnson says, "We recently surveyed
grocery shoppers and discovered that 95% of them are still
regularly going into physical stores to get their groceries. OMG's
new marketplace provides both endemic and non-endemic brands with
the opportunity to bridge the gap between online and in-person
retail media and capture attention in the real world."
Adding the perspective from another point of the customer
journey, Volta Chief Revenue Officer Brandt
Hastings says, "Volta is the only company that unites EV
charging with a commerce-focused media network located in front of
the stores where people routinely shop. Providing Omnicom's clients
with further programmatic access to Volta Media allows more
advertisers to unlock our valuable place-based inventory, while
also advancing our mission of accelerating a clean energy future
for all."
Partnerships for OMG's programmatic marketplace for
point-of-sale screens were negotiated by OMG's Outdoor Media Group,
the largest out-of-home media buying network in North America. Says president Jill Schnitt, "Working with the best technology
enabled place-based inventory, we have an unprecedented opportunity
to prove the impact of last mile/last aisle messaging on
decisioning."
About Omnicom Media Group
Omnicom Media Group (OMG) is the media services division of
Omnicom Group Inc. (NYSE: OMC), a leading global marketing and
corporate communications company, providing services to more than
5,000 clients in more than 70 countries. Omnicom Media Group
includes full- service media agencies Hearts & Science, OMD and
PHD; performance marketing agency Resolution; Optimum Sports Media
and Marketing; the Outdoor Media Group out-of-home media
buying network and the Annalect data and analytics division that
develops and manages the Omni open marketing operating system
that orchestrates better outcomes for marketers.
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SOURCE Omnicom Media Group