Companies join forces to improve in-store attribution, paving the way for more accurate and effective measurement solutions

Vibenomics, a Mood Media Company and leader in in-store digital advertising, has partnered with Pathformance, a data-driven measurement solutions provider. This collaboration aims to enhance retail media investments by combining immersive in-store audio advertising with advanced analytics, creating a seamless shopping experience and delivering measurable results for brands.

The Power of the Vibenomics and Pathformance Partnership
The collaboration between Vibenomics and Pathformance offers brands powerful solutions to overcome challenges in retail media measurement. Key aspects include:

• Enhanced In-Store Media Impact: Vibenomics’ in-store audio advertising reaches active shoppers, significantly influencing their buying decisions and enhancing omnichannel planning.
• Data-Driven Analytics: Pathformance provides the data and insights brands need to optimize campaigns and maximize ROI, addressing the critical need for consistent measurement methods and integrated data sources.
• Strategic Measurement Solutions: Vibenomics will work with retail media network customers to provide individualized measurement strategies and seamless, consolidated outcomes.

Addressing the Growing Retail Media Market
Retail media spending is projected to reach $59.98 billion in 2024, reflecting its growing role in modern marketing strategies. However, a persistent challenge remains: inconsistent measurement methods and fragmented data sources. The partnership aims to tackle these challenges head-on by offering a more standardized approach to measuring in-store media impact.

Insights from Vibenomics' White Paper
In July 2024, Vibenomics released a white paper titled 'In-Store Impressions Unlocked: To the Roof, Under the Roof, In the Zone.' This guide addresses the inconsistencies in measurement and provides a roadmap for brands and retailers to better understand their in-store audiences. Key takeaways include:

• Overcoming Inconsistent Measurement Methods: The white paper advocates for clear audibility and viewability metrics, providing a comprehensive understanding of audience size and delivering accurate data for retailers and advertisers.
• Valuing In-Store Impressions: It emphasizes the importance of accurate audience measurement for maximizing Retail Media Network (RMN) value and optimizing in-store strategies. The guide outlines how to measure campaign reach, frequency, and impact using standardized approaches.
• Standardizing In-Store Impressions: Vibenomics aligns with the Interactive Advertising Bureau (IAB) to establish a unified framework for in-store impression measurement, fostering greater confidence and investment in retail media.

The Future of Retail Media
As retail media continues to evolve, innovative advertising technologies and reliable data sources will be crucial for success. Vibenomics' partnership with Pathformance sets the stage for a more transparent, practical, and standardized approach to in-store media. This collaboration is not just about improving measurement but also about empowering brands to make informed decisions that drive success.

Vibenomics and Pathformance's collaboration marks a significant step forward in the retail media landscape, addressing the need for consistent measurement and insightful data. By combining immersive in-store advertising with advanced analytics, this partnership provides brands with the tools they need to optimize their strategies and maximize their ROI. As retail media spending continues to rise, the importance of standardized and accurate measurement will be key to unlocking its full potential.