Executive Summary (This is a document excerpt)

Forrester recently attended the Digital Retailing Expo in Chicago where a convergence of digital signage vendors and industry promoters signaled the emergence of in-store media — technology that facilitates relevant marketing of a brand or product through the digital delivery of dynamic, customized content. While lessons learned from the Internet bubble temper enthusiasm, factors converge that should lead retailers to consider the opportunities that in-store media presents. As with any emerging market, a confusing array of vendors vies for a slice of the pie, offering a slew of components, technologies, and solutions, requiring retailers to clearly define project details and objectives before selecting technology partners.

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