Below the Line Returns: How Retail Media Is Boosting In-Store Ads
Retail media elevates the role of the physical store as an advertising vehicle, says Christian Bönnelyche, senior advisor at BizLab. Traditional in-store advertising—often referred to as Below the Line (BTL) or promotional advertising—is no longer hidden away. On the contrary, retail media gives BTL new recognition as a potentially powerful revenue stream for retailers facing … Read more