h Madness // Kraft Heinz and Gatorade are shown on in-store video screens

Gatorade and Kraft Heinz used an in-store ad format that Cooler Screens supported. It pipes ads to up to 10,000 screens in one go. Cooler Screens, a video ad tech company, has been expanding their presence in Walgreens and Kroger. This allows CPG brands to show promotions and ads to in-person shoppers in the refrigerated and checkout areas .

Gatorade currently has ads for Fast Twitch, its new energy drink. Kraft Heinz has tested ads for Velveeta and other brands. Both campaigns featured basketball themes to reach March Madness fans.

Why do we care? Cooler Screens’ technology displays video images of in stock products to shoppers as they make decisions about what product to buy. These screens are eye-catching and can be used to serve ads. The technology also uses “identity blind” sensors to collect traffic data and behavioral data, which are used to demonstrate campaign performance.

Cooler Screens is a new offering that allows big brands to scale at once, even as they launch their own retail media networks (RMNs). It offers a more interactive and useful video experience than traditional in-store displays.

Deeper: Why retail media networks matter to us

In-store network. Nearly 100 million people view ads on Cooler Screens’ 10,000 screens in retailers.

Brands can use data from screens to measure brand equity, sales lift, and real-time shopper action — such as opening the fridge door — in order to optimize their campaigns.

Kraft Heinz’s test campaigns achieved sales growth of between 3 and 6 percentage points across all brands.

The post Kraft Heinz and Gatorade Tap In-Store Video Screens for March Madness appeared originally on MarTech.