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Hot Issue: In-Store Media

10/3/06
BrainTrust Query: Is it possible, and advisable, to establish a set of industry metrics to gauge in-store media effectiveness?

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While participating in Ad Week in NYC last week, Laura Davis-Taylor attended the POPAI's At-Retail Media conference. It was clear that most of the constituents feel that "media" efforts in the store need to be planned, purchased and measured via the very same processes and metrics as all other media. This is a world of GRP's.... Should we create a standard GRP valuation for store media touchpoints?

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