#USA #Indianapolis #ISM #Mood Media #WHSmith Media

WHSmith and ISM Join Forces for Airport Retail Media Transformation

In a groundbreaking move, WHSmith North America has partnered with In-Store Marketplace (ISM) to launch a comprehensive retail media network across its extensive airport store footprint. WHSmith operates over 350 retail locations in U.S. airports, and this collaboration marks a pivotal step towards enhancing advertising capabilities within these high-traffic environments.

The Need for Innovation in Retail Media

Retail media is rapidly becoming a crucial aspect of advertising strategies, with its share of media spending skyrocketing from 10% in 2019 to nearly 30% by 2024. This exponential growth reflects a shift in how brands approach their advertising strategies, particularly in travel retail, where audiences are affluent and more inclined to engage with advertisements while outside their daily routines.

What the Partnership Entails

This partnership enables WHSmith Media to leverage ISM's innovative programmatic retail media platform alongside Mood Media’s robust technological infrastructure. The integrated solution will include approximately 700 digital screens and audio channels located within WHSmith stores, creating a cohesive advertising ecosystem. This media network will empower advertisers to reach high-value travelers effectively by offering a streamlined interface for campaign management.

By utilizing ISM’s programmatic capabilities, WHSmith can execute targeted advertising campaigns that cater to the unique behaviors of travelers, rather than relying on traditional out-of-home strategies. The result is a more impactful advertising experience for both brands and consumers.

Early Implementations and Future Outlook

Major brands like PepsiCo's Frito-Lay and Bose have already begun launching campaigns within this framework, anticipating enhanced engagement from the audience that frequents airport environments. With this initiative, WHSmith is set to position itself at the forefront of retail media innovation, tapping into previously untapped potential in its stores.

Insights from Industry Leaders

David Simon, Executive Vice President of Advertising at Mood Media, emphasizes the immense opportunities that specialty retailers such as WHSmith hold within their store environments. He states, "By merging Mood’s hardware solutions with ISM’s capabilities, we unlock new revenue streams for WHSmith while providing advertisers with unprecedented efficiency and precision."

Alison O'Keefe, Partnership Director at WHSmith North America Media Network, expresses that this collaboration represents a leap forward for their in-store media strategy. "Together with ISM, we are transforming isolated advertisement placements into a well-orchestrated media ecosystem that provides measurable outcomes for advertisers."

Conclusion

As travel returns to pre-pandemic levels, the opportunity for brands to connect with millions of travelers enhances. WHSmith’s strategic partnership with ISM not only redefines retail media across U.S. airports but also provides advertisers with a dynamic platform to engage with consumers who are poised to make purchasing decisions. The future of advertising in travel retail looks promising, driven by technology and innovative partnerships.