How is CVS investing in in-store ad placements?
It’s an ongoing build. Last year, we put in probably close to 2,000 screens at the pharmacy counter. Select stores will continue to build upon that in 2025.
There’s a three-minute-plus dwell time at that pharmacy counter that gives us the ability to put CPG advertising or beauty advertising while a consumer is there waiting for that prescription. How do you think about moving that consumer through to other parts of the store and other parts of the aisle? How do we add value to that consumer journey?
We have audio in all of our locations. We’re looking at bringing that to market in a programmatic environment, and there are innovations that we will look at.
We see the store footprint as an important part of how the consumer shops omnichannel.
In-store is a brilliant, enormous canvas for us to think more creatively about how to bring brands in. We’ve got to be careful and selective about how we use the environment, but it’s the creative part of our role as a retail media network to bring the store to life.
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