Interactive Advertising Office | Digital Media Guide for Out-of-Home and In-Store Retail

The IAB Measurement, Addressability and Data Center has launched the Out-of-home (DOOH) and in-store digital media playbook.

The playbook focuses on how brands and retailers can partner to improve the in-store experience and offer a comprehensive, shopper-centric approach. Examines the strategic partnerships that drive a unified commerce experience within physical store environments, highlighting the importance of understanding shopper missions and behaviors. The manual highlights the need for effective closed-loop measurement to refine in-store strategies, ensuring every aspect of the consumer journey aligns with their preferences and improves overall engagement right at the point of sale.

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