Amazon Digital Signage News
Excerpt Modern Retail
Put together, here’s what we know so far:
- Amazon is planning on selling ad placements on digital signage its physical grocery stores beginning in the second quarter of this year, per a document leaked to Business Insider.
- Additionally, the company is reportedly thinking of expanding the inventory to other parts of the shopping experience including smart shopping carts, checkout booths and digital smokescreens on refrigerator doors.
- A big part of Amazon’s pitch is its data: People with knowledge of the program told me that Amazon’s touted metrics it’s offering to brands include ad play count, estimated impressions, impressions by geography as well as tracked ASIN sales data.
- It is currently only available to select brands that are already stocked in the stores with fresh ASINs available.
Many big retailers have screens in stores that, in theory or practice, could be made available for ads from consumer goods brands that have products sold in those environments. Walmart even has a demand-side ad platform. But Amazon has the wicked combination of very sophisticated and deep data collection capabilities, combined with its very slick, probably best-of-breed frictionless shopping technology.
In stores using Amazon’s Just Walk Out technology, sensors and software have such a grip on shopper behavior they can track what people pick off shelves (and sometimes replace) and complete transactions without any of the normal human or self-checkout processes.
You could maybe argue that Amazon is already kinda sorta vaguely in the digital signage business, in that some networks run off low-cost Fire TV devices, and some operators use AWS cloud hosting. But this is a lot more direct involvement, and tracks to how Amazon generally rolls. They start with subbing out, but gradually build their own capabilities, like warehouse and fulfillment, data hosting and even delivery trucks and air cargo. Amazon Go’s frictionless tech is the company’s own IP, and now they license it to other retailers.