Jeffrey Bustos presents a brief look at the IAB Playbook of in-store measurement best practices. Using in-store measurement standards derived from thousands of data points from across US retailers, the IAB playbook will be an industry standard as well as a comprehensive guide to assess, grow and optimize in-store activations.
Following Jeffery’s presentation, he leads a panel discussion exploring how offline, onsite, and in-store channels work together in a campaign to drive sales. Examining the progress that has been made with measurement across the total market, the panel, featuring the voice of retail, brand and agency, summarizes the steps that have been taken to date and recommend further work to be done. Panel discussion begins at approximately 16:20.