In a pioneering move for the Greek market, Kotsovolos proudly presents the first-ever Brand Lift study focused exclusively on Retail Media, conducted by Kantar in collaboration with Tempo OMD, for a major advertiser.
This groundbreaking research highlights how Retail Media within physical retail stores can drive impressive advertising outcomes for non-endemic brands, demonstrating significant measurable results.
The Kantar Brand Lift survey was designed to measure the true effectiveness of advertising campaigns executed through Kotsovolos’ instore media channels — including digital signage and sound messaging — by comparing exposed and non-exposed consumers using an actual live campaign. The findings clearly establish Retail Media as a highly measurable and remarkably effective advertising platform, capable of positively influencing key brand performance indicators (KPIs).
Key Findings:
Significant Uplifts Across the Board
The survey revealed substantial uplifts in brand performance metrics for Nova.
Among consumers exposed to instore advertisements, spontaneous brand awareness increased by 8 percentage points, brand favorability improved by 6 points and purchase intent rose by 4 points.
Moreover, the survey found that 67% of all consumers were positively receptive to seeing advertisements from brands that are not sold within the store, highlighting a significant opportunity for non-endemic brands to leverage Retail Media effectively.
Most strikingly, the survey recorded even stronger results among the primary target demographic of 18–39-year-olds. This group exhibited double-digit increases in critical metrics:
Spontaneous Brand Awareness: +13%
Brand Favorability: +23%
Purchase Intent: +18%
These results underline the particular effectiveness of Retail Media in resonating with younger, more receptive consumer groups.
Enhancing Synergy with Other Channels
Moreover, the study highlights that Retail Media significantly amplifies the effectiveness of broader advertising efforts. When consumers were exposed to Nova’s campaign both within Kotsovolos stores and via other media such as TV and digital channels, the uplift was considerably multiplied.
This pioneering study demonstrates that Retail Media within physical retail environments is not only measurable but incredibly potent, capable of elevating brand awareness, preference and ultimately, consumer intent. It positions Retail Media as a compelling choice for advertisers, especially for brands traditionally seen as non-endemic to retail spaces.
To explore all the detailed data and insights from the survey, download our comprehensive infographic:
