Booz & Co Sees Bright Future for In-store Media

A really great cover story in Booz & Co's strategy + business this month (registration required). While it's too bad they ignored the market leader in delivering relevant digital media to customers (that would be us and our 400+ store, multi-retailer network, not MediaCart, folks), it's a very compelling look at how major brands are putting their money where the customers are actually spending theirs - in the aisle.



In the piece, the authors highlight why marketers are finding in-store a better use of their funds:

• Targeting
  
• Quality of engagement
  
• Accountability
  
• Brand integration

They also wisely point out that sticking dumb monitors and television programming into supermarkets isn't going to do much - instead of re-using existing video assets marketers need to be creating medium-specific content that makes sense for what the user is actually doing at that moment.