News

Entourage powering retail displays at IPG Media Lab

October 28, 2010

Interpublic Group has selected Entourage Advertising as the software platform to power the retail displays at the Emerging Media Lab, according to Entourage.

The lab’s retail displays explore new ways to engage audiences with brands on the path to purchase. The Emerging Media Lab, or Retail Experience Center, provides solutions for marketers that connect brands with audiences, examine purchase behaviors and encourage advertisers to evolve their approaches to in-store display advertising.

Entourage is an end-to-end digital out-of-home toolbox, providing an opportunity for brands to enhance shopping experiences, communicate value propositions and amplify brand value messaging to increase sales through customer engagement.

“The software at the lab needed to be flexible enough to push different kinds of content segments to various retail screens within the lab to deliver targeted and contextually relevant content at specific locations,” said Sonya Rosas, the digital out-of-home strategist for the IPG Media Lab.

Entourage Advertising also compliments other technologies on display at the IPG Media Lab with a mobile text-to-action platform that delivers audience interactivity. Other technologies at the lab include a device that transforms the front window of a store into a giant touch screen. Meanwhile, kiosks allow a customer to chat with a virtual sales associate who can provide advice on how to install a new flatscreen television.

Entourage says its ability to generate relevant content based on the retail location’s products complements the IPG Media Lab’s efforts to evolve retail marketing strategies and customer brand experiences.