Effectiveness and Strategies of In-Store Advertising

The chapter explores how in-store advertising, particularly through in-store video, enhances brand memory structures and impressions close to the point of purchase. It discusses the customization benefits of digital in-store advertising and emphasizes the impact of contextual relevance in engaging with shoppers effectively. The conversation also covers the evolving landscape of in-store marketing, including the shift of advertising budgets from linear TV to in-store media and the recommended strategies for brands to tap into this emerging market.