LOS ANGELES, Oct. 26 /PRNewswire/ -- Interpublic Group has selected Entourage Advertising as the software platform to power the retail displays at the Emerging Media Lab. These retail displays explore new ways to engage audiences with brands on the path to purchase. The Emerging Media Lab or Retail Experience Center provides innovative 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," says Sonya Rosas, the Digital Out-of-Home Strategist for the IPG Media Lab.
"We power any network or retail digital display with an easy to use web-based interface that brings content and advertising messages to life," says Steve Roberts, the CEO of Entourage Advertising. "But this is only one piece of the puzzle. Entourage is also an extreme audience targeting tool for media planners."
Brands and agencies use Entourage Advertising to execute meaningful campaigns that are targeted and cost-effective, empowering agencies to manage media vehicles more efficiently. Entourage Advertising has unified over 50 digital out-of-home networks and the core software platform is deployed in various verticals, serving hospitality, C-Store and quick service restaurants, and media networks nationwide.
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 flat-screen television. Entourage's ability to generate relevant content based on the retail location's products compliments the IPG Media Lab's efforts to evolve retail marketing strategies and customer brand experiences.
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