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Wal-Mart is phasing out its current satellite-delivered media network of screens in stores and replacing it with a new digital network. The rollout, to about 300 stores and to all superstores, will be completed in time for the holiday season.
The new network is powered by Internet Protocol Television, or IPTV, and it allows for content and advertising to be monitored and controlled down to a single screen. By 2010, the network will be deployed to all of Wal-Mart’s 27,000 screens in its 3,000 stores, according to Progressive Grocer.
Stephen Quinn, CMO at Wal-Mart, says that every screen and every message will have a purpose, and “we will be analyzing point-of-sale data on an ongoing basis to deliver a shopper-centric communications platform.” He added that it is “the first shopper-intelligent network at retail.”
Advertisers will be able to target by store, by screen, by day and by time of day, and will be able to change messages more frequently than the current in-store network.
In addition to funneling $10 million in research and development into the network, Wal-Mart has partnered with Studio2 for custom programming, Thomson’s Premier Retail Networks for implementation and ad sales, and DS-IQ, which will provide advertisers with proof of performance and sales results, writes Mediaweek.
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