Arnoldo Mondadori Editore S p A : AdKaora enters ‘retail media’ through an agreement with Comark and the technology of Next14

Described as 'the new advertising revolution' after social media, retail media represents an important opportunity for all retailers interested in further enhancing their available spaces and media, boosting in-store communication and providing further customised promotions.

This is a strategic touchpoint that AdKaora, an international digital agency with full-funnel advertising solutions for the Mondadori Group's MarTech Centre, has implemented by signing an agreement with Comark, a strategic communication and marketing consultancy and shopping centre communication consultant. The goal is to plan adverts within the 'ADVinGDO' circuit, benefiting from media amplification due to integration with the other channels involved in the campaigns.

Within the Comark circuit and through collaboration with Conad Società Cooperativa and its individual constituent cooperatives, it is possible to deliver advertising content through a network of 7,800 screens installed in 1,688 Conad points of sale.

Davide Tran, CEO of AdKaora, says: 'Retail media and its variants are currently a topic of great interest. For us at AdKaora, being active in Conad shops throughout the country is a further point added to the range of channels in our advanced proximity suite. Together with Comark, we will preside over retail media with a multi-channel approach linked to different campaign objectives. But above all, we will enhance drive to store by more directly influencing the product consideration and conversion phase and fully exploiting the actual micro momentum. In addition, we could give all brands a real uplift in sales, so that is, the real ROI of the activity we are planning.'

Through this initiative, approximately 6.3 million customers will be reached per day. These consumers are already in shops and about to buy, so they are reached by the adverts within a few metres of the products. This is an opportunity for brands to take advantage of product exclusivity throughout the campaign period, which can be planned for six cooperative areas nationwide and according to product distribution needs.

Media planning is coupled with pre- and post-campaign analyses based on receipts recorded at Conad shops, through which the impact of the campaign on the sell out can be measured, making the effect of advertising on sales tangible.

The data collected on consumers and actual store attendance will thus enhance and feed the AdKaora proximity marketing amplification, with the aim of using the identified clusters to further stimulate drive to store, as well as contacting customers online with customised content based on traffic frequency.

The strategy involves circular and multi-touchpoint coverage (display, rich media, push notifications, social media, Stocard, digital out of home) to create exclusive offline experiences and increasingly innovative digital opportunities.

In addition, it will be possible to monitor campaign media KPIs and analyse the data collected on targets during the advertising period through the in-store installation of the 'Conversational Signage' platform, the proprietary solution by the Next14 integrated agency, which specialises in marketing technologies. Together with Samsung Electronics, it has devised a new retail media tool that integrates the latest generation screens, big data,IoT technologies and a conversational marketing platform.