Co-op Media Network: Global-first attention study proves convenience media is a vital brand-building toolIn a global first, Co-op Media Network, partnering with Lumen Research, has released findings of a brand new study on the impact of in-store media on customer attention.Using Lumen’s specialist eye-tracking technology, the research uncovers new evidence that shows retail media in a convenience setting has huge potential to support brand-building in comparison to traditional media.The findings were phenomenal, with the study showing that retail media in smaller format stores (vs large stores) can generate up to:2x Visibility3x Attention4x Brand Recall Traditionally, in-store advertising has been viewed by media buyers as a pure sales activation tool that was great for last-minute promotions but not for brand-building. However, this ground-breaking evidence now spotlights retail media, especially in a convenience setting, as one of the most powerful brand recall tools. Kenyatte Nelson Chief Membership & Customer Officer Co-op Not only that, the research also showed that retail media as a whole can outperform traditional media, including out-of-home and social media, when it comes to brand recall. The study is a game-changer for brands looking to increase their brand equity and awareness, proving that retail media is a vital tool for supporting full-funnel marketing strategies.Find out more about how the study was carried out and what this can mean for brands below.Read more about this incredible studyGet the full story Click here