Kraft Heinz and Gatorade have taken advantage of a new in-store ad format supported by Cooler Screens to reach a wide audience of shoppers. Cooler Screens technology pipes in ads to 10,000 in-store screens all at once, allowing CPG brands to show ads and promotions to in-person shoppers in the refrigerated aisles and, more recently, at checkout and throughout the store. Gatorade used basketball-themed ads for its new energy drink Fast Twitch, while Kraft Heinz tested ads for multiple brands, including Velveeta.
The technology makes use of “identity-blind” sensors for traffic and behaviour data to demonstrate campaign performance, and with Cooler Screens’ 10,000 screens across retailers serving ads to nearly 100 million viewers per month, brands can measure sales lift, brand equity and real-time shopper actions like opening the refrigerator door to optimise their campaigns. Kraft Heinz’s test campaigns delivered between three and six percentage points in sales lift across their brands.
Cooler Screens’ technology provides a unique opportunity for big brands to scale their campaigns, with a video experience that is more useful and interactive than standard in-store video screens. It also cuts across a number of retailers with an all-at-once offering, allowing for a more widespread reach.
Originally reported by Martech: https://martech.org/kraft-heinz-and-gatorade-tap-in-store-video-screens-for-march-madness/
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