Turkey: Largest digital display network MEDYA101 reaches 21,500 screens
Discount Retail Chain A101's retail media structuring MEDYA101 opens in-store and out-of-store touchpoints to brands' communication, offering shoppers the opportunity to reach them close to their purchasing decision. Supporting the access power provided by 5.5 million daily store visits with 18,000 front-of-checkout screens, MEDYA101 aims to increase the number of external screens from over 1,500 to 3,000 by the end of the year. With the addition of 500 new digital screens to the store, the total screen network is planned to reach 21,500 by the end of the year. With its data-driven media planning, campaign management and measurement capabilities, it allows brands to build their communications in retail more effectively.
A101's retail media structuring MEDYA101 offers a holistic structure that opens in-store and out-of-store touchpoints to brands' communication. Working with A101's extensive store network throughout Turkey, MEDYA101 enables brands to contact shoppers close to their purchasing decision.
The moment of shopping turns into a powerful media space
MEDYA101, which has the largest digital display network in Turkey, carries brand communication to pre-shopping with external digital screens, and maintains this contact until the moment of purchase with 18 thousand cashier screens. When determining the stores where the screens will be positioned, the number of shoppers entering the store and the foot traffic passing in front of the store are taken into account. In this way, MEDYA101 provides brands with visibility at points with high contact potential and offers the opportunity to monitor the impact of campaigns more closely. Working on measurement models of these effects, A101 is also developing a special infrastructure. Effective communication is established with shoppers through digital screens that are open to both suppliers and non-procurement use. A101's reach power arising from 5.5 million daily store visits supports the large-scale operation of this structure throughout Turkey. In addition to the 3 thousand external screen network and 18 thousand front of the checkout screens planned to reach 500 by the end of the year, it is aimed to install 500 new digital screens in the store. Thus, the total number of screens is planned to reach 21,500 by the end of the year and the communication area of the brands in A101 stores is planned to expand further.
A101 thinks that it will take on an increasingly strategic role
MEDYA101 General Manager Yeliz Yahşi Bilgiç said, "We are growing MEDYA101 as a retail media ecosystem where physical and digital contacts work together, close to the real moments of need of the shopper. Working with many brands on hundreds of different campaign setups has given us the opportunity to see the expectations of brands from this field closely. In the coming period, our focus is to establish a model that learns more from shopping behavior, supports the communication and commercial goals of brands within the same structure, and develops the opportunity to create value together. We think that retail media will play an increasingly strategic role for brands."
Read more: Türkiye’nin en büyük dijital ekran ağı MEDYA101, 21 bin 500 ekrana ulaşıyor www.marketingturkiye.com | Perakende Mühendisi
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