This month, Kraft Heinz and Gatorade used a latest in-store ad format supported by Cooler Screens that pipes in ads to 10,000 in-store screens unexpectedly. The video ad technology company Cooler Screens has been expanding their footprint in retail chains like Walgreens and Kroger, allowing CPG brands to point out ads and promotions to in-person shoppers within the refrigerated aisles and, more recently, at checkout and throughout the shop.
Gatorade is currently running ads for its latest energy drink Fast Twitch. Kraft Heinz tested ads for multiple brands, including Velveeta. Both campaigns used basketball themes to attach with March Madness fans.
Why we care. Cooler Screens’ technology shows video images of in-stock products to shoppers after they’re deciding what to grab and buy. This makes the screens eye-catching and relevant for serving ads. On the back end, the technology uses “identity-blind” sensors for traffic and behavior data that demonstrates campaign performance.
At a time when many retailers are launching their very own retail media networks (RMNs), Cooler Screens cuts across numerous retailers with this latest all-at-once offering, giving big brands opportunity to scale, and to accomplish that with a video experience that’s more useful and interactive than standard in-store video screens.
Dig deeper: Why we care about retail media networks
In-store network. Cooler Screens’ 10,000 screens across retailers serve ads to almost 100 million viewers per thirty days.
Using data from the screens, brands can measure sales lift, brand equity and real-time shopper actions — like opening the refrigerator door — to optimize the campaigns.
The Kraft Heinz test campaigns delivered between three and six percentage points in sales lift across their brands.
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