Walgreens says it’s focused on ‘higher-performing’ ad placements as it tries again with digital screens
Walgreens wants to make digital in-store ad placements a bigger part of its retail media business. The chain plans to add digital screens with advertising and educational content in 1,200 of its stores beginning in October, a partnership with in-store media firm Looma.
Walgreens is increasing its focus on digital ad placements within its retail stores. Beginning in October, the pharmacy chain will install digital screens in 1,200 of its locations, in collaboration with in-store media company Looma. The partnership was chosen due to Looma's approach of placing digital screens directly next to the products they promote, aiming to educate shoppers rather than disrupt their experience.
The company emphasizes using comprehensive metrics to assess performance, rather than simply tracking ad display frequency. Looma currently operates a network of over 7,000 screens across 10 banners, engaging more than 13 million unique shoppers each month at major retailers such as Kroger, H-E-B, Harris Teeter, and BJ’s Wholesale.
This arrangement benefits brands using Looma, expanding their reach into Walgreens stores. For more details, visit modernretail.co. Subscribers can receive updates on the evolving relationship between traditional and innovative retailers via Modern Retail newsletters.
Written by urgent.news from Modern Retail's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
