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For CMO Professionals

In-Store TV Goes Prime Time With Wal-Mart

Smart Network Will Bring Insights And Accountability

September 5, 2008


  • By Lisa Bradner
  • with Jaap Favier,
  • Erik Hood

Why Read This Brief

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.

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