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Short Videos Are Exploding – A Major Opportunity for In-Store Retail Media
Short-form video is currently the fastest-growing format in marketing. It captures attention, builds memory, and creates emotion especially when tailored to the right audience and delivered in the right context.
What’s truly new, however, is that with today’s technology and the same underlying logic, short video can now be moved all the way to where the purchase actually happens. The physical store.
“We are in the middle of a shift where video is no longer just about reach, but about relevance and timing. And physical retail has exactly the conditions this format requires yet has not fully capitalized on them,” says Christian Bönnelyche, Senior Advisor at BizLab.
A recent preview study from Schibsted on short-form video highlights three key drivers behind the format’s rapid growth:
Short videos generate higher impact than static formats
Audience targeting is the single most important attention driver
Context and relevance determine whether a message leads to action
“This is precisely what physical stores can deliver better than any other channel: the right audience, in the right situation, just moments before the purchase decision,” continues Michael Lemner, international retail strategist and board member at BizLab.
With new technology, advertisers can now extend video campaigns from traditional and social media directly into the store while simultaneously adapting the content based on who is actually standing in front of the screen.
“When the consumer is already on site, the product is available, and the message is relevant short-form video shifts from inspiration to conversion,” says Bönnelyche.
Unlike traditional in-store advertising, this new model is not built around “share of voice,” but on actual audience contacts. Advertisers can see how many people were exposed, who they were, and when the exposure occurred — using a currency that is comparable across media channels.
“As short-form video explodes online, it’s only logical that the next major battleground is the physical store. The difference is that here, video meets the consumer at exactly the right moment,” concludes Michael Lemner.
Ämnen
BizLab Analytics AB är ett svenskt techbolag. Företaget utvecklar en applikation som med hjälp av AI-teknik i digitala skärmar mäter och analyserar flöden av människor. Det ger t ex butiker och flygplatser värdeskapande information om människorna runt skärmarna, deras reaktion på budskapen och möjlighet att anpassa dessa. Man kan också följa kundflöden i realtid baserat på kön och ålder.
