For those still counting, there’s another retail media network to add to the list. Alongside real estate, airlines and banking, airport shops have joined the race.
WHSmith, a retail chain that operates hundreds of stores in airports across the U.S., is set to launch a retail media side-business combining in-store out-of-home and digital out-of-home media inventory and audience data for use in off-site campaigns.
Stuart Michell, chief commercial officer at WHSmith North America, said the network’s appeal rested on the huge numbers of people who routinely trudge through American airports — some 2.3 million a day, according to a 2023 Transportation Security Administration (TSA) estimate.
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