Nielsen Data Aids Wal-Mart’s In-Store Media Overhaul
Ad Age reported Monday on the next-generation, in-store digital TV and signage network that Wal-Mart is preparing to unveil.
The story noted that the in-store-media industry is facing new pressure to show its effectiveness, and cited Nielsen’s new Prism system, which measures in-store audiences and sales impact from in-store promotions and media.
As a charter backer of Prism, Wal-Mart allows Nielsen access to some of its scanner data, AdAge reported. The goal is to track in-store marketing and media the way traditional media are measured — making it easier to tap media budgets, rather than sales promotion coffers, to cover in-store media expenses.
https://www.nielsen.com/us/en/insights/article/2008/nielsen-data-aids-wal-marts-in-store-media-overhaul/
