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Out-of-home sellers celebrate retail media's success

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Apr 16, 2024
Barry Frey standing next to Cheryl Guerin who is seated in a white chair next to him, as four people sit and listen

Barry Frey and Cheryl Guerin at POSSIBLE yesterday. Photo: Kerry Flynn/Axios

The out-of-home media industry is pointing to Walmart's pending Vizio acquisition as a positive development for the entire sector.

Why it matters: While OOH competes with retail media and connected TV for ad dollars, the Walmart-Vizio deal could bring more attention to in-store screens.

Driving the news: "Walmart spent $2 billion to buy Vizio," said Barry Frey, CEO of an OOH trade group. "They turned the company from a major retailer to a media company."

  • Frey, who runs DPAA, said he saw the growth of the retail media industry combined with consumer spending trends as a breakthrough moment for OOH.
  • "Who knows screens, hardware, software, targeting ... and physical places better than DPAA and all of you members?" Frey asked a crowded conference room at the Fontainebleau Miami Beach, which was hosting the marketing conference, POSSIBLE.

Zoom in: OOH is a fast-growing ad sector benefitting from dollars shifting away from linear television, print and other traditional mediums.

  • "We love digital out-of-home," MasterCard executive VP Cheryl Guerin said onstage.
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