Each year billions of marketing dollars are spent in-store despite the lack of any significant industry metrics or standard gauge of effectiveness. The P.R.I.S.M. initiative, led by Nielsen and the In-Store Marketing Institute, aims to change that.
As we look back at the history of all major media today, we see that industry metrics have played a critical role in the adoption and maturation of every media vehicle.
So with this white paper, we take a look at the next frontier: in-store media and the impact of the development of the P.R.I.S.M. research approach. How will this marketplace evolve as we move ever closer to the standardization of language and measurement?
