Walmart is getting ready to roll out its second-generation in-store digital signage and television network.
While details are understandably scarce, the new Walmart Smart Network is expected to make use of moving digital signage, positioned closer to eye-level and incorporated into product displays, according to a report on AdAge.com. Walmart is expected to make use of "virtual assistants" that will give consumers access to product information or narrow down product choices based on a criteria set.
Walmart appears to be looking to increase the interactivity of its digital signage at a time when there is increased emphasis on measuring the effectiveness of in-store media. Nielsen is in the process of rolling out its Prism in-store media measurement system. Walmart, Procter & Gamble and Starcom MediaVest Group are among the supporters of the Prism system.
The retailer has sought to push the store as media concept, comparing the increasing foot traffic in its locations to smaller numbers of consumers watching network television. Advertising revenues for Walmart's in-store television network are estimated between $100 million to $150 million.
PRN, a Thomson company that operates Wal-Mart TV, is estimated to take roughly eight percent of the retailer's ad revenues, leaving the company with an added source of income and, as AdAge.com points out, "a corporate video network fully financed by suppliers."
Discussion Questions: What new developments in digital signage and in-store media do you expect we'll see from the Walmart Smart Network and other 2.0 efforts at retail? How will the deployment of new technology begin to provide answers as to the effectiveness of in-store media?