IAB：2024年数字户外广告（DOOH）与店内零售媒体Playbook（中译版）（79页）.pdf

1、Digital Out of Home(DOOH)&In-Store Retail Media Playbook 2024 Download our app for daily discountsPromo Code:40%OFF2Digital Out of Home(DOOH)&In-Store Retail Media Playbook|2024459141617202223252829303336424650Chapter 1:Merchandising,Shopper Marketing,and the Integration of Digital Technologies1.1 I

2、ntroduction to Merchandising and In-Store Shopper Marketing1.2 Enhancing In-Store Marketing and Collaboration1.3 Complexity and Challenges1.4 SustainabilityChapter 2:Consumer-Centric Strategies in Retail Media2.1 Setting Campaign Objectives and Audience Strategy2.2 Different Advertising Formats2.3 I

3、mportance of Content Contextualization and Creative Strategy2.4 Retailtainment and Experiential Activations2.5 Endemic vs Non-EndemicChapter 3:Advanced Measurement and Optimization3.1 Measurement and Data Utilization3.2 Defining In-Store Retail Media Metrics3.3 Testing Framework and Performance Anal

4、ysis3.4 Understanding the Impression Multiplier3.5 Data Privacy and Consumer Opt In3.6 Measurement ConsiderationsTABLE OF CONTENTS3Digital Out of Home(DOOH)&In-Store Retail Media Playbook|2024Chapter 4:Venues,Zones and Technology Overview4.1 In-Store Venues and Zones4.2 Technology Overview4.3 Uptime

5、 DetectionAcknowledgementContributorsAbout IABContact InformationAppendixRetailer Zones52535566676974757677TABLE OF CONTENTSMERCHANDISING,SHOPPER MARKETING,AND THE INTEGRATION OF DIGITAL TECHNOLOGIES1.5Digital Out of Home(DOOH)&In-Store Retail Media Playbook|20241.1 INTRODUCTION TO MERCHANDISING AND

6、 IN-STORE SHOPPER MARKETINGMerchandising represents the backbone of the retail sector,involving a variety of strategies and practices aimed at promoting the sale of products to consumers.At its core,merchan-dising encompasses product selection,pre-sentation,packaging,pricing,and promotion strategies