Why Read This
Wal-Mart announced the rollout of its Smart Network to 2,700 stores starting this month. Smart Network will bring together in-store television, creative execution, and in-store metrics. It will enhance marketers' insight into the effectiveness of in-store advertising and ultimately bring more ad dollars into the store. While the announcement represents a watershed moment in the adoption of in-store TV, Forrester believes that Wal-Mart and its manufacturing partners will have to stay on their toes to avoid consumer backlash. How? By making in-store TV detailed, relevant, and interactive.