Loblaw Advance^TM appoints Neptune Retail Solutions, Adapt Media / Shopper Marketing Media, and Stingray as preferred demand partners for in-store digital screen network.

The partnerships complement Loblaw Advance^TM direct sales efforts by creating additional pathways for brands and agencies to access in-store media, extending the opportunity to advertisers that may not currently work with Loblaw Advance^TM directly.

The Loblaw Advance^TM digital screen network reaches over 6.3 million unique customers weekly with 2,000+ screens across 700+ stores. This enables advertisers to capture shopper attention with high-visibility placements from coast-to-coast, where buying decisions are made.

• 72% of customers think being in-person at the grocery store is the best place to evaluate new products

• Customers return to shop 3+ times a month on average

• 162% lift in awareness among customers only exposed to screen ads during test campaigns

Loblaw Advance^TM will continue to sell its in-store media solutions directly, while retaining the operational workflow for all campaigns. This ensures campaigns are executed consistently and in accordance with Loblaw Advance^TM standards, regardless of how the media is purchased.

By adding trusted channel partners alongside its direct sales model, Loblaw Advance^TM can make in-store media accessible to a broader range of advertisers while maintaining the quality and consistency of the experience across the network.

Source: PC Optimum^TM Member Connect Panel Brand Lift Study, 2023. n=1292 (sub-group those exposed only to in-store screens n=336)

For a new product to succeed, shoppers need to understand what it is, why it matters, and where to buy it.

The most effective launches we’ve seen used advertising to connect audience intelligence, media planning, and measurement across the shopper journey. Each stage has a clear role, from introducing the product to converting high-intent shoppers.

Here are 4 tips to consistently drive stronger launch performance.

Back-to-school shopping is a routine reset. As Canadian families prepare for the school year, parents are looking for products that make mornings easier, lunches simpler, and school-day routines more manageable.

With 3.6 million PC Optimum^TM member parents preparing for back-to-school, brands have a clear opportunity to influence purchase decisions before new habits are established.

For advertisers, the priority is to connect product messaging to how families actually shop during this period. Convenience, portability, nutrition, and repeat purchase behaviour all play an important role in the back-to-school basket.

Here are 4 shopper insights that can help brands build more relevant back-to-school campaigns.