InStore Broadcasting Network ('IBN) has announced today a mutually exclusive partnership with Reactrix Systems, Inc. The deal will provide for the integration of the Reactrix interactive advertising medium into the IBN system, which provides synchronicity, targeting and measurement of in-store media.
Reactrix projects vivid, interactive branded experiences on the floors of high-end retail malls, movie theaters and other public spaces. The projected images respond instantly to people who walk by or gesture over the display area, creating an immersive, interactive media experience that encourages consumers to play with it and creates dramatic branding experiences. The effectiveness of client campaigns is significant, with 55 percent of consumers demonstrating unaided recall of marketing messages. ('Arbitron 2006").
"There exists a remarkable shared vision, patience, and commitment to execute retail media right between our companies, a standard difficult to find as retailers and technology firms rush into retail media," noted IBN CEO Rob Brazell.
IBN currently reaches more than 190 million unique shoppers each month within its growing retail media network. The Reactrix system will provide retailers and advertisers with additional measured impressions within the existing IBN network.
"This marriage of technologies is a strong fit for our advertisers and retailer clients," said Kent Haehl, IBN Executive Vice President of Sales. "This dynamic medium meets all our criteria for offering to our retail partners: It attracts a great deal of attention and interest, it motivates purchases and it is measurable. Reactrix has made a strong business out of creating brand engagement in malls and theaters, and we're excited to begin bringing the medium to our vast network of retail clients."
IBN and Reactrix plan to begin pilot installations with select retailers later this year.
The IBN network encompasses 1 billion shopper visits each month in more than 17,000 grocery and drug stores throughout the US and Canada. More information is available at www.ibnads.com.