in-Store Media

in-Store Media optimises its advertising spaces using mobility data andhas turned to MyTraffic to fine-tune its strategy and demonstrate the value of its in-store digital devices. Using pedestrian flow data, the company is strengthening its sales pitches to brands and maximising the performance of its campaigns.

What is your role at in-Store Media, and what are your main responsibilities and challenges?

As Director of Consulting at in-Store Media, I support advertisers and their agencies in setting up their DOOH campaigns in retail stores and shopping centres.

My role is both commercial and strategic: understanding brand objectives, recommending the most suitable solutions, and managing campaigns through to their final assessment, with a particular focus on performance.

What are your main marketing and business challenges today?

Our main challenges today are:

• Demonstrating the effectiveness of in-store DOOH, both in terms of visibility and business impact
• Better valuing our audiences with reliable data that can be compared to other media
• Supporting advertisers with a performance-driven approach, beyond simple media buying
• Integrating more fully into broader retail media strategies, alongside digital

How has the use of AudienceLabs data changed the way you support your clients and your marketing strategies?

Using AudienceLabs data has shifted our approach to client support towards a more data-driven model.

It allows us to better qualify shopping centre audiences, refine targeting recommendations, and give clients greater visibility into expected performance. It also strengthens the credibility of our recommendations with agencies.

Can you give us a specific example of a campaign or client where AudienceLabs made a difference?

On certain briefs, AudienceLabs data allows us to go much further in the relevance of our media recommendations.

For example, on a brief for a real estate brand, we were able to identify shopping centres with an affinity index above 100 for first-time buyers. This allowed us to rank the most relevant malls and build a more targeted, effective campaign.

We also applied this approach for a beauty advertiser, prioritising shopping centres whose visitors showed a strong affinity with the beauty category, based on visits to beauty retailers over the previous three months.

This brings greater alignment between the brand's target audience and the locations activated, while strengthening the relevance of the solution for agencies and advertisers.

Do you have any key figures to share since the start of our collaboration?

Since the start of our collaboration, a growing share of our campaigns have been built on AudienceLabs data, particularly for shopping centre activations.

We have seen improved media plan relevance with more precise targeting, and greater trust from agencies and advertisers in our solutions.

How do you use AudienceLabs on a day-to-day basis?

On a daily basis, we use AudienceLabs primarily upstream of campaigns, to analyse the audience profiles of shopping centres and refine our targeting recommendations.

The tool also allows us to track footfall levels in shopping centres and hypermarkets week by week, which helps us support advertisers during key periods and activate their campaigns at strategic moments throughout the year.

It also helps us back our commercial proposals with concrete data and build stronger cases with clients.

Are there any other use cases you would like to share?

Beyond targeting, AudienceLabs also helps us inform our thinking on specific sectors, adapt solutions by geographic area, and more broadly shift our commercial narrative towards a more data-led approach.

Watch the full testimonial video below :