Work Together On Metrics, Involve
The Retailers, And Don’t Ignore
The Most Important Group: Consumers
by Laura Davis-Taylor, founder and principal, Retail Media Consulting
12 Dec 2006
Last week, VNU unveiled Nielsen In-Store, a new unit that will launch a global in-store measurement service next year. The news is part of a groundswell of activity focused on supporting the use of the retail store as a media vehicle – one Nielsen says is the sixth-largest ad vehicle in the U.S., attracting $18.6bn in spending in 2005.