Retail media is evolving beyond digital interfaces into physical store environments. Today, shoppers interact with commerce across multiple channels, making it critical for retailers and advertisers to capture and connect real-world behaviors with targeted media strategies.
The partnership between Osmos, an omnichannel retail media platform, and Advertima, a leader in in-store computer vision analytics, represents a timely leap in retail media capabilities.
This article explores how this integration transforms in-store retail media by offering real-time audience insights, enabling dynamic media pricing, and linking physical shopper engagement with digital advertising efforts. Understanding these advancements is key for retail leaders looking to monetize physical retail spaces effectively and deliver stronger outcomes for advertisers.
Transforming In-Store Retail Media
The collaboration merges Osmos's broad omnichannel media platform with Advertima's in-store audience intelligence technology, resulting in enhanced targeting and monetization capabilities for retailers. The crucial innovation lies in leveraging live shopper data through sophisticated computer vision and analytics to understand customer segments and engagement in real-time.
Driving Incremental Revenue and Sales
Early results showcase up to 33% incremental sales uplift attributed to improved in-store targeting enabled by this integration. This success stems from the ability to identify and activate advertising precisely when customers are most receptive during their shopping journey.
Empowering Retailers with Real-Time Analytics
- Audience Segmentation: Identification of high-value customer groups based on actual in-store behaviors.
- Dynamic CPM Optimization: Media pricing adapts responsively to foot traffic and engagement metrics, enhancing media spend efficiency.
- Omnichannel Campaign Integration: Linking physical store insights with digital campaigns offers unified messaging and improved consumer touchpoint coordination.
This level of integration allows retailers a level of addressability and campaign measurement in physical settings previously unavailable, bridging the gap between online and offline media investment.
Strategic Implications
Retail media platforms need to adopt in-store audience intelligence to remain competitive. The Osmos-Advertima partnership highlights the increasing importance of blending computer vision with omnichannel media to maximize the monetization of physical retail environments. Retailers capable of harnessing these insights can expect stronger advertiser relationships and improved return on media investments.
The strategic partnership between Osmos and Advertima signals a pivotal shift in retail media sophistication, enabling unified offline and online audience targeting and sequencing. Retailers now have transformative tools to deliver measurable advertiser value and unlock new revenue streams from their physical spaces. As retail media continues to evolve, integrating real-time audience analytics and dynamic pricing will be critical to sustained growth and competitive advantage.
For more details, visit the Osmos official announcement.
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Dan Craft
Staff Report
Dan Craft
