US EditionNeptune Enhances Media Capabilities by Expanding to Retail Sector Through Digital Out-Of-Home
- Global marketing group dentsu integrated retail eye tracking data from Lumen Research into its media planning tool on June 4, 2025.
- This integration followed eye tracking research commissioned by Co-op Media Network, aiming to challenge views on in-store media effectiveness.
- The research indicates that smaller stores offer more than double the product visibility, attract three times as much consumer attention, and achieve four times higher brand recall than larger stores.
- Dean Harris explained that incorporating Co-op’s in-store attention data into dentsu’s planning tool allows convenience media to be evaluated on the same level as mainstream channels, facilitating more strategic allocation of marketing resources.
- This innovation positions dentsu to improve campaign effectiveness by reshaping retail media into a major brand-building channel beyond tactical use.
44 Articles
44 Articles
Johnson City Press
Neptune Enhances Media Capabilities by Expanding to Retail Sector Through Digital Out-Of-Home
JERSEY CITY, N.J., June 4, 2025 /PRNewswire/ -- Neptune Retail Solutions, the leader in North American In-Store media and incentives, is growing its work in the retail sector with a goal of enhancing performance at-shelf through Digital Out-Of-Home media.
The eyes have it: following Co-op trial, sights set on reshaping instore retail media with eye-tracking - InternetRetailing
Global marketing group dentsu has announced the integration of retail eye tracking data into its media planning tool, potentially marking a pivotal shift in how brands engage with consumers. The world-first innovation will bring together the platform’s original data – derived from comprehensive global surveys – and new cutting-edge eye tracking research conducted by industry-leading attention specialists Lumen Research on behalf of the Co-op M…
Dentsu overlays eye tracking tech for retail media tool - DecisionMarketing
Dentsu is ramping up its media planning tool by integrating retail eye tracking data, in a move which it maintains marks a major shift in how brands can engage with consumers. The new tool brings together the platform’s original data – derived from comprehensive global surveys – with the eye tracking research conducted by Lumen Research on behalf of the Co-op Media Network. Findings from the research challenge conventional wisdom about in-sto…
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