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Albertsons' Digital Display Gamble: Retail Media Gold Mine or Expensive Mistake? · Omni Talk Retail

• 0:00
  Albertsons
• 0:00
  is
• 0:00
  launching
• 0:01
  its
• 0:01
  own
• 0:01
  in
• 0:02
  store
• 0:02
  digital
• 0:03
  display
• 0:03
  network.
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  According
• 0:04
  to
• 0:04
  Chain
• 0:05
  Storage,
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  the
• 0:05
  grocery
• 0:06
  conglomerates,
• 0:08
  Albertsons
• 0:08
  media
• 0:09
  collective
• 0:09
  retail
• 0:10
  media
• 0:10
  arm.
• 0:11
  Whoa,
• 0:11
  say
• 0:12
  that
• 0:12
  again
• 0:12
  10
• 0:12
  times.
• 0:12
  Fast
• 0:13
  is
• 0:13
  partnering
• 0:14
  with
• 0:14
  shopper
• 0:14
  engagement
• 0:15
  solution
• 0:15
  provider
• 0:15
  Strata
• 0:16
  Cash
• 0:16
  my
• 0:17
  one
• 0:17
  of
• 0:17
  my
• 0:17
  favorite
• 0:18
  names
• 0:18
  of
• 0:18
  any
• 0:18
  tech
• 0:19
  solutions
• 0:19
  provider
• 0:19
  in
• 0:19
  retail
• 0:20
  to
• 0:20
  deploy
• 0:21
  a
• 0:21
  fleet
• 0:21
  of
• 0:21
  digital
• 0:22
  screens
• 0:22
  that
• 0:22
  will
• 0:22
  support
• 0:23
  in
• 0:23
  store
• 0:23
  advertising
• 0:24
  in
• 0:24
  its
• 0:24
  stores.
• 0:25
  The
• 0:25
  in
• 0:25
  store
• 0:26
  digital
• 0:26
  display
• 0:26
  network
• 0:27
  pilot
• 0:27
  will
• 0:27
  launch
• 0:28
  during
• 0:28
  summer
• 0:29
  2025
• 0:29
  in
• 0:30
  select
• 0:30
  Albertsons
• 0:31
  Company
• 0:31
  stores
• 0:32
  in
• 0:32
  two
• 0:32
  key
• 0:33
  regions.
• 0:34
  Featuring
• 0:34
  large
• 0:35
  format
• 0:35
  premium
• 0:36
  displays
• 0:36
  in
• 0:36
  high
• 0:37
  traffic
• 0:37
  areas
• 0:37
  at
• 0:38
  selected
• 0:38
  touchpoints
• 0:39
  throughout
• 0:39
  the
• 0:39
  store,
• 0:40
  such
• 0:40
  as
• 0:40
  store
• 0:41
  entry
• 0:41
  and
• 0:41
  the
• 0:42
  produce
• 0:42
  department.
• 0:43
  Albertsons
• 0:44
  expects
• 0:44
  this
• 0:44
  initiative
• 0:45
  will
• 0:45
  enhance
• 0:45
  the
• 0:45
  shopping
• 0:46
  experience
• 0:46
  for
• 0:46
  customers
• 0:47
  while
• 0:47
  also
• 0:47
  providing
• 0:48
  insights
• 0:48
  through
• 0:48
  advanced
• 0:49
  measurement
• 0:49
  capabilities
• 0:50
  for
• 0:50
  brand
• 0:50
  partners,
• 0:51
  allowing
• 0:51
  for
• 0:52
  proof
• 0:52
  of
• 0:52
  play,
• 0:52
  direct
• 0:53
  sales
• 0:53
  attribution
• 0:54
  and
• 0:54
  sales
• 0:54
  lift.
• 0:55
  Bryson,
• 0:57
  given
• 0:57
  your
• 0:58
  steep
• 0:58
  grocery
• 0:59
  background,
• 0:59
  what
• 0:59
  are
• 0:59
  the
• 0:59
  chances
• 1:00
  that
• 1:00
  Alberson
• 1:00
  regrets
• 1:01
  deploying
• 1:01
  these
• 1:02
  digital
• 1:02
  screens?
• 1:03
  Or
• 1:03
  do
• 1:04
  you
• 1:04
  think
• 1:04
  it
• 1:04
  is
• 1:04
  a
• 1:04
  no
• 1:04
  regret
• 1:05
  decision?
• 1:07
  So
• 1:08
  it's
• 1:08
  an
• 1:08
  interesting
• 1:09
  question
• 1:09
  and
• 1:10
  I
• 1:10
  would
• 1:10
  lead
• 1:10
  off
• 1:11
  and
• 1:11
  say
• 1:11
  that,
• 1:11
  you
• 1:11
  know,
• 1:11
  I
• 1:11
  don't
• 1:12
  think
• 1:12
  that
• 1:12
  it's
• 1:12
  a,
• 1:12
  it's
• 1:13
  not
• 1:13
  necessarily
• 1:13
  a
• 1:14
  no
• 1:14
  regret
• 1:14
  decision
• 1:14
  yet.
• 1:15
  Okay.
• 1:15
  Okay.
• 1:16
  Quite
• 1:16
  honestly,
• 1:16
  you
• 1:16
  know,
• 1:17
  being
• 1:17
  able
• 1:17
  to
• 1:18
  just
• 1:18
  prove
• 1:18
  that,
• 1:18
  you
• 1:18
  know,
• 1:18
  fall
• 1:19
  squarely
• 1:19
  in
• 1:19
  Albertsons
• 1:20
  and
• 1:20
  what
• 1:20
  they're
• 1:20
  able
• 1:20
  to
• 1:20
  do
• 1:21
  here.
• 1:21
  So
• 1:21
  I
• 1:21
  think
• 1:22
  kind
• 1:22
  of
• 1:22
  breaking
• 1:22
  down
• 1:22
  a
• 1:22
  few
• 1:23
  areas.
• 1:23
  Right.
• 1:24
  So
• 1:24
  there's,
• 1:25
  you
• 1:25
  know,
• 1:25
  no
• 1:25
  arguing
• 1:25
  that
• 1:26
  retail
• 1:26
  media
• 1:26
  is
• 1:26
  one
• 1:26
  of
• 1:27
  the
• 1:27
  fastest
• 1:27
  growing
• 1:27
  ad
• 1:27
  segments.
• 1:28
  So
• 1:28
  as
• 1:29
  you
• 1:29
  know,
• 1:29
  retailers
• 1:30
  are
• 1:30
  now
• 1:30
  competing
• 1:30
  for
• 1:31
  more
• 1:31
  share
• 1:31
  of
• 1:31
  that
• 1:32
  spend
• 1:32
  on
• 1:32
  behalf
• 1:33
  of
• 1:33
  their
• 1:33
  brand
• 1:33
  partners.
• 1:34
  You
• 1:34
  know,
• 1:34
  they've
• 1:35
  got
• 1:35
  to
• 1:35
  put
• 1:35
  forward
• 1:35
  the
• 1:35
  compelling
• 1:36
  value
• 1:36
  proposition.
• 1:36
  You
• 1:37
  know,
• 1:37
  historically
• 1:37
  it's
• 1:37
  largely
• 1:38
  been
• 1:38
  in
• 1:38
  the
• 1:38
  online
• 1:39
  platform,
• 1:40
  you
• 1:40
  know,
• 1:40
  driving
• 1:41
  traffic
• 1:41
  to
• 1:42
  branded
• 1:43
  products.
• 1:44
  This
• 1:44
  now,
• 1:44
  you
• 1:44
  know,
• 1:45
  is
• 1:45
  a
• 1:45
  more
• 1:45
  meaningful
• 1:46
  way
• 1:46
  to
• 1:46
  kind
• 1:46
  of
• 1:47
  bridge
• 1:47
  that
• 1:47
  gap
• 1:47
  and
• 1:47
  bring
• 1:48
  the
• 1:48
  digital
• 1:48
  into
• 1:48
  the
• 1:48
  physical.
• 1:49
  But
• 1:50
  with
• 1:50
  that
• 1:50
  being
• 1:50
  said,
• 1:50
  what's
• 1:51
  going
• 1:51
  to
• 1:51
  be
• 1:51
  imperative
• 1:51
  for
• 1:52
  Albertsons
• 1:52
  to
• 1:52
  succeed
• 1:53
  in
• 1:53
  is
• 1:53
  demonstrating
• 1:54
  that
• 1:54
  they're
• 1:54
  in
• 1:54
  lockstep
• 1:55
  with
• 1:56
  the
• 1:56
  brand's
• 1:56
  vision.
• 1:57
  They
• 1:57
  know
• 1:57
  who
• 1:57
  the
• 1:57
  target
• 1:58
  customer
• 1:58
  is
• 1:59
  and
• 1:59
  they're
• 1:59
  able
• 1:59
  to
• 2:00
  put
• 2:00
  forward
• 2:00
  relevant
• 2:01
  and
• 2:01
  meaningful
• 2:01
  content
• 2:02
  that
• 2:02
  truly
• 2:02
  does
• 2:03
  engage
• 2:04
  and
• 2:04
  drive
• 2:04
  that
• 2:05
  point
• 2:05
  of
• 2:05
  sale
• 2:05
  conversion,
• 2:06
  which
• 2:06
  really
• 2:06
  was
• 2:07
  kind
• 2:07
  of
• 2:07
  what
• 2:07
  they're
• 2:07
  pinning
• 2:07
  their
• 2:07
  hopes
• 2:08
  on
• 2:08
  here,
• 2:08
  I
• 2:08
  think,
• 2:08
  with
• 2:08
  this
• 2:09
  investment.
• 2:10
  So
• 2:10
  to
• 2:10
  be
• 2:11
  able
• 2:11
  to,
• 2:11
  you
• 2:11
  know,
• 2:12
  craft
• 2:12
  that
• 2:12
  in
• 2:12
  a
• 2:12
  meaningful
• 2:13
  manner,
• 2:13
  I
• 2:14
  think
• 2:14
  is
• 2:14
  one
• 2:14
  of
• 2:14
  the
• 2:14
  biggest
• 2:14
  hurdles
• 2:15
  that's
• 2:15
  going
• 2:15
  to
• 2:15
  have
• 2:15
  to
• 2:15
  be
• 2:15
  unlocked
• 2:16
  here
• 2:16
  because
• 2:16
  you're
• 2:17
  going
• 2:17
  from,
• 2:17
  you
• 2:18
  know,
• 2:18
  online
• 2:18
  where
• 2:18
  you
• 2:18
  can
• 2:19
  be
• 2:19
  very
• 2:19
  niche
• 2:19
  and
• 2:19
  targeted
• 2:20
  to
• 2:20
  now
• 2:21
  in
• 2:21
  the
• 2:21
  physical
• 2:21
  space
• 2:22
  where
• 2:22
  it's
• 2:22
  mass.
• 2:23
  Right.
• 2:23
  And
• 2:24
  you're,
• 2:24
  you
• 2:24
  know,
• 2:24
  casting
• 2:25
  a
• 2:25
  wider
• 2:25
  net
• 2:25
  in
• 2:25
  Hopes
• 2:26
  of
• 2:26
  catching,
• 2:26
  you
• 2:26
  know,
• 2:26
  the
• 2:27
  meaningful
• 2:27
  fish,
• 2:28
  but
• 2:28
  the
• 2:28
  ability
• 2:29
  to,
• 2:29
  you
• 2:29
  know,
• 2:30
  frequently
• 2:30
  cycle
• 2:31
  that
• 2:31
  content,
• 2:31
  make
• 2:32
  sure
• 2:32
  it's
• 2:32
  right,
• 2:32
  relevant
• 2:33
  and
• 2:33
  engaging
• 2:34
  with
• 2:34
  those
• 2:34
  customers,
• 2:35
  I
• 2:35
  think
• 2:35
  is
• 2:35
  going
• 2:35
  to
• 2:35
  be
• 2:35
  a
• 2:35
  bit
• 2:36
  of
• 2:36
  a
• 2:36
  challenge,
• 2:36
  right.
• 2:36
  In
• 2:37
  putting
• 2:37
  forward
• 2:37
  that
• 2:38
  direct,
• 2:38
  meaningful
• 2:38
  and
• 2:38
  then
• 2:38
  tying
• 2:39
  that
• 2:39
  directly
• 2:39
  to
• 2:39
  an
• 2:40
  ROI
• 2:40
  and
• 2:40
  lift
• 2:41
  that
• 2:41
  you
• 2:41
  can
• 2:41
  quantify,
• 2:42
  you
• 2:42
  know,
• 2:42
  intake
• 2:43
  to
• 2:43
  the
• 2:44
  General
• 2:44
  Mills,
• 2:44
  to
• 2:45
  the
• 2:45
  Kellogg's
• 2:45
  of
• 2:45
  the
• 2:45
  worlds
• 2:46
  and
• 2:46
  demonstrate
• 2:46
  that,
• 2:46
  you
• 2:46
  know,
• 2:46
  we
• 2:47
  are
• 2:47
  moving
• 2:47
  the
• 2:47
  needle.
• 2:47
  This
• 2:48
  is
• 2:48
  a
• 2:48
  viable
• 2:48
  investment
• 2:49
  path
• 2:49
  for
• 2:49
  you.
• 2:50
  So
• 2:50
  I
• 2:50
  wouldn't
• 2:51
  say
• 2:51
  that
• 2:51
  it's
• 2:51
  no
• 2:51
  regret.
• 2:52
  I
• 2:52
  think,
• 2:52
  you
• 2:52
  know,
• 2:52
  this
• 2:52
  test
• 2:53
  and
• 2:53
  learn
• 2:53
  approach
• 2:53
  is
• 2:54
  the
• 2:54
  meaningful
• 2:54
  way
• 2:55
  that
• 2:55
  certainly
• 2:55
  it
• 2:55
  would
• 2:55
  engage
• 2:56
  with
• 2:56
  it.
• 2:57
  I
• 2:57
  do
• 2:57
  see
• 2:57
  that
• 2:57
  there's
• 2:58
  upside,
• 2:58
  but
• 2:58
  I
• 2:59
  do
• 2:59
  see
• 2:59
  a
• 2:59
  lot
• 2:59
  of
• 3:00
  operational
• 3:01
  risk
• 3:01
  and
• 3:01
  get
• 3:01
  rights
• 3:02
  that
• 3:02
  are
• 3:02
  critical
• 3:03
  in
• 3:03
  the
• 3:03
  early
• 3:03
  stages
• 3:04
  in
• 3:04
  terms
• 3:04
  of
• 3:04
  upper,
• 3:05
  upper
• 3:05
  funnel
• 3:05
  identification
• 3:06
  and
• 3:06
  then
• 3:06
  being
• 3:07
  able
• 3:07
  to
• 3:07
  translate
• 3:07
  that
• 3:07
  into
• 3:08
  the
• 3:08
  meaningful
• 3:08
  points
• 3:09
  of
• 3:09
  engagement
• 3:09
  with
• 3:09
  the
• 3:09
  customers.
• 3:10
  Right.
• 3:11
  Addition
• 3:11
  to
• 3:11
  the
• 3:11
  capital
• 3:12
  costs
• 3:12
  and
• 3:12
  the
• 3:12
  execution
• 3:13
  of
• 3:13
  this
• 3:13
  in
• 3:13
  this
• 3:14
  at
• 3:14
  the
• 3:14
  store
• 3:14
  level
• 3:14
  too.
• 3:15
  Let
• 3:15
  me
• 3:15
  ask
• 3:15
  you
• 3:15
  a
• 3:15
  follow
• 3:15
  up
• 3:16
  question
• 3:16
  then,
• 3:16
  because
• 3:17
  it
• 3:17
  seems
• 3:17
  like
• 3:17
  the
• 3:17
  grocery
• 3:18
  industry,
• 3:18
  if
• 3:18
  you
• 3:18
  step
• 3:18
  back
• 3:19
  30,000
• 3:19
  foot
• 3:20
  level,
• 3:20
  like
• 3:20
  it
• 3:20
  seems
• 3:20
  like
• 3:20
  the
• 3:20
  grocery
• 3:21
  industry
• 3:21
  in
• 3:21
  total
• 3:21
  is
• 3:22
  moving
• 3:22
  in
• 3:22
  this
• 3:22
  direction.
• 3:23
  Do
• 3:24
  you
• 3:24
  think
• 3:24
  that's.
• 3:24
  And
• 3:25
  in
• 3:25
  fairness
• 3:25
  to
• 3:25
  Albertsons,
• 3:26
  they
• 3:26
  also
• 3:26
  talked
• 3:26
  about
• 3:27
  increasing
• 3:27
  their
• 3:27
  interest
• 3:28
  in
• 3:28
  store
• 3:28
  audio
• 3:29
  play
• 3:29
  too.
• 3:29
  Like,
• 3:30
  if
• 3:30
  you
• 3:30
  were
• 3:30
  a
• 3:30
  grocery
• 3:30
  executive,
• 3:31
  would
• 3:31
  you
• 3:31
  be
• 3:31
  advising
• 3:32
  them
• 3:32
  to
• 3:32
  go
• 3:32
  and
• 3:32
  invest
• 3:33
  in
• 3:33
  digital
• 3:33
  screens
• 3:34
  to
• 3:34
  the
• 3:35
  degree
• 3:35
  that
• 3:35
  they're
• 3:35
  talking
• 3:36
  about
• 3:36
  it,
• 3:36
  or
• 3:36
  would
• 3:36
  you,
• 3:37
  or
• 3:37
  would
• 3:37
  you
• 3:37
  actually
• 3:37
  advise
• 3:38
  them
• 3:38
  to
• 3:38
  take
• 3:38
  what
• 3:39
  seem
• 3:39
  like
• 3:40
  easier
• 3:40
  to
• 3:40
  execute
• 3:41
  approaches
• 3:41
  via
• 3:41
  like
• 3:41
  things
• 3:42
  like
• 3:42
  in
• 3:42
  store
• 3:42
  audio
• 3:43
  instead?
• 3:43
  How
• 3:44
  do
• 3:44
  you
• 3:44
  think
• 3:44
  about
• 3:44
  that,
• 3:44
  Bryson?
• 3:45
  Yeah,
• 3:45
  I
• 3:46
  think,
• 3:46
  you
• 3:46
  know,
• 3:46
  to
• 3:46
  answer
• 3:47
  that,
• 3:47
  I
• 3:47
  think
• 3:47
  you
• 3:47
  have
• 3:47
  to
• 3:47
  think
• 3:47
  that
• 3:48
  kind
• 3:48
  of
• 3:48
  how
• 3:49
  dynamic
• 3:49
  can
• 3:49
  you
• 3:49
  be
• 3:50
  with
• 3:50
  these
• 3:50
  screens,
• 3:50
  right?
• 3:50
  And
• 3:51
  what
• 3:51
  can
• 3:51
  you
• 3:51
  do?
• 3:51
  I
• 3:51
  think,
• 3:51
  you
• 3:51
  know,
• 3:52
  just
• 3:52
  comparing
• 3:52
  it
• 3:52
  to
• 3:52
  the
• 3:52
  audio,
• 3:53
  you
• 3:53
  know,
• 3:53
  it's,
• 3:54
  I'm
• 3:55
  probably
• 3:55
  not,
• 3:55
  you
• 3:55
  know,
• 3:55
  a
• 3:55
  sample
• 3:56
  size
• 3:56
  of
• 3:56
  one
• 3:56
  here,
• 3:56
  but,
• 3:56
  you
• 3:57
  know,
• 3:57
  my
• 3:57
  objective
• 3:57
  as
• 3:57
  a
• 3:58
  shopper,
• 3:58
  not,
• 3:58
  you
• 3:59
  know,
• 3:59
  somebody
• 3:59
  in
• 3:59
  the
• 3:59
  industry
• 3:59
  as
• 4:00
  a
• 4:00
  shopper
• 4:00
  is
• 4:00
  really
• 4:00
  to
• 4:00
  get
• 4:01
  in
• 4:01
  and
• 4:01
  get
• 4:01
  out
• 4:01
  as
• 4:01
  fast
• 4:02
  as
• 4:02
  I
• 4:02
  can,
• 4:02
  so
• 4:02
  tune
• 4:03
  out
• 4:03
  kind
• 4:03
  of
• 4:03
  that
• 4:04
  ancillary
• 4:04
  noise
• 4:05
  around.
• 4:05
  So,
• 4:06
  you
• 4:06
  know,
• 4:06
  I
• 4:06
  question
• 4:06
  how
• 4:06
  much
• 4:07
  that
• 4:07
  messaging
• 4:08
  is
• 4:08
  really
• 4:08
  resonating
• 4:08
  and
• 4:09
  captured
• 4:09
  with
• 4:09
  the
• 4:09
  customer
• 4:10
  coming
• 4:10
  back
• 4:10
  to
• 4:11
  the
• 4:11
  digital
• 4:11
  screens.
• 4:11
  I
• 4:12
  think,
• 4:12
  you
• 4:12
  know,
• 4:12
  it's
• 4:12
  not
• 4:13
  just
• 4:13
  about
• 4:13
  advertising
• 4:14
  and
• 4:14
  awareness.
• 4:15
  I
• 4:16
  think
• 4:16
  one
• 4:16
  of
• 4:16
  the
• 4:16
  unlocks
• 4:16
  in
• 4:17
  the
• 4:17
  article
• 4:17
  that
• 4:17
  we're
• 4:17
  focusing
• 4:18
  on
• 4:18
  was
• 4:18
  generating
• 4:19
  new
• 4:19
  ideas,
• 4:19
  right,
• 4:20
  with
• 4:21
  ingredients,
• 4:21
  recipes,
• 4:22
  solutions.
• 4:23
  So
• 4:23
  if
• 4:23
  they
• 4:23
  can
• 4:24
  convert
• 4:24
  that
• 4:24
  into,
• 4:25
  you
• 4:25
  know,
• 4:25
  true
• 4:25
  value
• 4:25
  add
• 4:26
  for
• 4:26
  the
• 4:26
  customer,
• 4:26
  not
• 4:27
  just
• 4:27
  a
• 4:27
  point
• 4:27
  of
• 4:27
  display
• 4:28
  in
• 4:28
  the
• 4:28
  sense
• 4:28
  of,
• 4:28
  you
• 4:28
  know,
• 4:28
  here's
• 4:29
  a
• 4:29
  great
• 4:29
  promotion
• 4:29
  on
• 4:29
  product
• 4:30
  X,
• 4:30
  but
• 4:31
  really,
• 4:31
  you
• 4:31
  know,
• 4:32
  here's
• 4:32
  a
• 4:32
  secondary
• 4:33
  use
• 4:33
  for
• 4:34
  a
• 4:34
  product
• 4:34
  that,
• 4:34
  you
• 4:34
  know,
• 4:34
  you
• 4:35
  may
• 4:35
  be
• 4:35
  familiar
• 4:35
  with
• 4:35
  or
• 4:36
  you
• 4:36
  may
• 4:36
  not
• 4:36
  be,
• 4:36
  but
• 4:37
  something
• 4:37
  that
• 4:37
  you
• 4:37
  can
• 4:37
  then
• 4:38
  incorporate
• 4:38
  into
• 4:39
  your,
• 4:39
  you
• 4:39
  know,
• 4:39
  routines
• 4:40
  in
• 4:41
  terms
• 4:41
  of
• 4:41
  recipes
• 4:42
  and
• 4:42
  solutions.
• 4:43
  I
• 4:43
  think
• 4:43
  there
• 4:44
  is
• 4:44
  an
• 4:44
  opportunity
• 4:44
  there
• 4:45
  to,
• 4:45
  you
• 4:45
  know,
• 4:45
  drive
• 4:46
  that
• 4:46
  surprise
• 4:46
  and
• 4:46
  delight
• 4:47
  on
• 4:47
  behalf
• 4:47
  of
• 4:47
  the
• 4:47
  consumer.
• 4:48
  But
• 4:48
  it's
• 4:48
  going
• 4:49
  to
• 4:49
  come
• 4:49
  back
• 4:49
  to
• 4:49
  the
• 4:49
  relevance,
• 4:51
  the,
• 4:51
  you
• 4:51
  know,
• 4:51
  understanding
• 4:52
  of
• 4:52
  what
• 4:52
  the
• 4:52
  consumer
• 4:53
  is
• 4:53
  really
• 4:53
  looking
• 4:53
  for
• 4:54
  and
• 4:54
  then
• 4:54
  translate
• 4:55
  that
• 4:55
  into
• 4:55
  meaningful
• 4:55
  content
• 4:56
  that's
• 4:56
  going
• 4:56
  to
• 4:56
  capture
• 4:56
  their
• 4:56
  eyeballs.
• 4:57
  Right.
• 4:57
  I
• 4:57
  mean
• 4:57
  just
• 4:58
  think
• 4:58
  about
• 4:58
  the
• 4:58
  visual
• 4:59
  cues.
• 4:59
  Walking
• 4:59
  into
• 4:59
  a
• 5:00
  grocery
• 5:00
  store,
• 5:00
  there's
• 5:01
  so
• 5:01
  much
• 5:01
  stimulus
• 5:02
  around
• 5:02
  you.
• 5:02
  Right.
• 5:02
  Whether
• 5:02
  it's
• 5:03
  the
• 5:03
  point
• 5:03
  of
• 5:03
  sale
• 5:03
  signage,
• 5:04
  the
• 5:04
  secondary
• 5:04
  displays,
• 5:05
  the
• 5:05
  primary
• 5:05
  displays,
• 5:07
  the
• 5:07
  number
• 5:07
  of
• 5:07
  customers
• 5:08
  shopping
• 5:09
  around
• 5:10
  you.
• 5:10
  So
• 5:10
  to
• 5:10
  be
• 5:10
  able
• 5:10
  to
• 5:11
  compete
• 5:11
  with
• 5:11
  that
• 5:11
  mind
• 5:12
  share,
• 5:12
  it
• 5:12
  really
• 5:12
  is
• 5:13
  going
• 5:13
  to
• 5:13
  speak
• 5:13
  to
• 5:13
  the
• 5:13
  relevance
• 5:14
  as
• 5:14
  well
• 5:14
  as
• 5:15
  the,
• 5:15
  you
• 5:15
  know,
• 5:15
  engaging
• 5:16
  content
• 5:16
  that's
• 5:17
  going
• 5:17
  to
• 5:17
  come
• 5:17
  forward
• 5:17
  on
• 5:17
  the
• 5:17
  screens.
• 5:18
  Yeah.
• 5:18
  Listening
• 5:19
  to
• 5:19
  talk,
• 5:19
  it
• 5:19
  sounds
• 5:19
  like
• 5:19
  there's
• 5:20
  still
• 5:20
  a
• 5:20
  lot
• 5:20
  to
• 5:20
  figure
• 5:21
  out
• 5:21
  to
• 5:21
  make
• 5:21
  this
• 5:21
  execute
• 5:22
  correctly.
• 5:22
  And
• 5:22
  what
• 5:23
  do
• 5:23
  you
• 5:23
  think
• 5:23
  about
• 5:23
  this?
• 5:24
  Yeah,
• 5:24
  I
• 5:24
  mean
• 5:25
  I
• 5:25
  called
• 5:25
  out
• 5:26
  what
• 5:26
  you
• 5:26
  mentioned
• 5:27
  earlier.
• 5:27
  Like
• 5:27
  I
• 5:28
  think
• 5:28
  it's,
• 5:28
  it's
• 5:29
  a
• 5:29
  good
• 5:29
  move
• 5:30
  when
• 5:30
  done
• 5:30
  in
• 5:31
  conjunction
• 5:31
  with
• 5:32
  in
• 5:32
  Store
• 5:33
  audio,
• 5:33
  other
• 5:33
  retail
• 5:34
  media
• 5:34
  promotions
• 5:35
  on
• 5:35
  the,
• 5:35
  you
• 5:36
  know,
• 5:36
  on
• 5:36
  an
• 5:37
  app
• 5:37
  in,
• 5:37
  on
• 5:38
  in
• 5:38
  the
• 5:38
  hands
• 5:38
  of
• 5:38
  your
• 5:39
  consumers.
• 5:40
  So
• 5:40
  that
• 5:41
  if
• 5:41
  they're
• 5:41
  sound
• 5:42
  approach
• 5:42
  kind
• 5:42
  of
• 5:42
  thing.
• 5:43
  Yeah,
• 5:43
  just
• 5:43
  like
• 5:43
  if.
• 5:44
  So
• 5:44
  if
• 5:44
  there
• 5:44
  is
• 5:44
  a
• 5:45
  fail
• 5:45
  point
• 5:45
  with
• 5:45
  the
• 5:45
  screens
• 5:46
  which
• 5:46
  we've
• 5:46
  seen
• 5:47
  happen
• 5:47
  time
• 5:47
  and
• 5:48
  time
• 5:48
  again,
• 5:48
  I
• 5:48
  think
• 5:49
  that
• 5:49
  you
• 5:49
  have
• 5:50
  other
• 5:50
  things
• 5:50
  to
• 5:50
  fall
• 5:51
  back
• 5:51
  on.
• 5:52
  But
• 5:52
  I
• 5:52
  guess
• 5:52
  this
• 5:52
  is
• 5:53
  where
• 5:53
  I
• 5:54
  think
• 5:54
  about
• 5:54
  things
• 5:54
  and
• 5:55
  companies
• 5:55
  that
• 5:55
  we've
• 5:55
  talked
• 5:55
  to
• 5:56
  recently,
• 5:56
  Chris,
• 5:56
  were
• 5:56
  like
• 5:58
  E
• 5:58
  Ink
• 5:58
  or
• 5:58
  like
• 5:59
  some
• 5:59
  other
• 5:59
  things
• 5:59
  that
• 6:00
  are
• 6:00
  not
• 6:00
  as
• 6:00
  dependent
• 6:01
  on
• 6:01
  like
• 6:02
  a
• 6:02
  digital
• 6:02
  screen
• 6:03
  could
• 6:03
  have
• 6:03
  similar
• 6:04
  impact
• 6:04
  but
• 6:04
  with
• 6:05
  less
• 6:05
  concern
• 6:06
  about
• 6:06
  having
• 6:06
  a
• 6:07
  fail
• 6:07
  point
• 6:07
  because
• 6:08
  there's
• 6:08
  just
• 6:08
  no
• 6:08
  denying
• 6:09
  it.
• 6:09
  A
• 6:09
  dark
• 6:09
  screen
• 6:10
  is
• 6:10
  bad.
• 6:11
  It's
• 6:11
  a
• 6:11
  bad
• 6:11
  experience
• 6:12
  for
• 6:12
  the
• 6:12
  consumer.
• 6:13
  It's
• 6:13
  great
• 6:14
  when
• 6:14
  they
• 6:14
  work,
• 6:14
  but
• 6:14
  when
• 6:15
  they
• 6:15
  don't
• 6:15
  or
• 6:15
  something
• 6:16
  doesn't
• 6:16
  get
• 6:16
  programmed
• 6:17
  correctly,
• 6:17
  I
• 6:17
  think
• 6:18
  it,
• 6:18
  it
• 6:18
  actually
• 6:18
  has
• 6:19
  a
• 6:19
  more
• 6:19
  impactful
• 6:21
  poor
• 6:22
  experience
• 6:22
  than
• 6:23
  it
• 6:23
  does
• 6:23
  a
• 6:23
  good
• 6:24
  one
• 6:24
  when
• 6:24
  it,
• 6:24
  when
• 6:24
  they're
• 6:25
  working.
• 6:25
  So
• 6:26
  yeah,
• 6:27
  I
• 6:27
  agree
• 6:27
  with
• 6:27
  you.
• 6:27
  I
• 6:27
  mean,
• 6:27
  I'm
• 6:28
  kind
• 6:28
  of
• 6:28
  like,
• 6:28
  I
• 6:28
  mean
• 6:28
  you
• 6:29
  always,
• 6:29
  you
• 6:29
  always
• 6:29
  give
• 6:29
  me
• 6:30
  grief
• 6:30
  when
• 6:30
  I
• 6:30
  ask
• 6:30
  you
• 6:30
  to
• 6:30
  put,
• 6:31
  you
• 6:31
  know,
• 6:31
  bets
• 6:31
  on
• 6:31
  things.
• 6:31
  I'm
• 6:32
  like
• 6:32
  50,
• 6:32
  50
• 6:32
  on
• 6:33
  this.
• 6:33
  Like
• 6:33
  that.
• 6:33
  Yeah.
• 6:34
  I
• 6:34
  think,
• 6:34
  you
• 6:34
  know,
• 6:34
  there's
• 6:35
  a,
• 6:35
  there's
• 6:35
  an
• 6:35
  equally
• 6:35
  likely
• 6:36
  chance
• 6:36
  that,
• 6:36
  that
• 6:37
  Albertsons
• 6:37
  could
• 6:37
  be
• 6:37
  looking
• 6:38
  back
• 6:38
  on
• 6:38
  this
• 6:38
  years
• 6:38
  from
• 6:38
  now
• 6:39
  and
• 6:39
  being
• 6:39
  like,
• 6:39
  man,
• 6:39
  we
• 6:39
  just
• 6:39
  went
• 6:40
  too
• 6:40
  fast
• 6:40
  on
• 6:40
  this,
• 6:40
  or
• 6:41
  we
• 6:41
  thought
• 6:41
  it
• 6:41
  was
• 6:41
  something
• 6:41
  and
• 6:42
  it
• 6:42
  wasn't.
• 6:42
  Because
• 6:43
  to
• 6:43
  your
• 6:43
  point,
• 6:43
  you
• 6:43
  need
• 6:44
  two
• 6:44
  things
• 6:44
  to
• 6:44
  happen
• 6:44
  for
• 6:45
  this
• 6:45
  idea
• 6:45
  to
• 6:45
  ultimately
• 6:46
  work.
• 6:47
  The
• 6:47
  screens
• 6:47
  have
• 6:47
  to
• 6:48
  work
• 6:48
  day
• 6:48
  in
• 6:48
  and
• 6:48
  day
• 6:48
  out,
• 6:49
  which
• 6:49
  is
• 6:49
  no
• 6:49
  mean
• 6:49
  feat,
• 6:50
  and
• 6:50
  you
• 6:50
  have
• 6:50
  to
• 6:50
  get
• 6:50
  them
• 6:50
  repaired
• 6:51
  and
• 6:51
  replaced
• 6:52
  and,
• 6:52
  and
• 6:52
  all
• 6:53
  that
• 6:53
  kind
• 6:53
  of
• 6:53
  thing.
• 6:53
  And
• 6:53
  it's
• 6:54
  just,
• 6:54
  it
• 6:54
  is
• 6:54
  much
• 6:55
  more
• 6:55
  difficult
• 6:55
  than
• 6:55
  people
• 6:56
  realize.
• 6:56
  There's
• 6:57
  also
• 6:57
  the
• 6:57
  electrical
• 6:57
  issues
• 6:58
  that
• 6:58
  have
• 6:58
  to
• 6:58
  come
• 6:58
  in.
• 6:58
  It
• 6:59
  costs
• 6:59
  more
• 6:59
  to
• 6:59
  run
• 6:59
  these
• 7:00
  things,
• 7:00
  so.
• 7:01
  And
• 7:01
  then
• 7:01
  the
• 7:01
  last
• 7:01
  point
• 7:01
  is
• 7:02
  you
• 7:02
  have
• 7:02
  to
• 7:02
  attribute
• 7:02
  the
• 7:03
  sale,
• 7:03
  which
• 7:03
  is
• 7:03
  what
• 7:03
  Bryson
• 7:04
  also
• 7:04
  said,
• 7:04
  because
• 7:04
  otherwise
• 7:05
  you're
• 7:05
  just
• 7:05
  investing
• 7:06
  an
• 7:06
  overwhelmingly
• 7:07
  large
• 7:07
  amount
• 7:08
  of
• 7:08
  capital
• 7:08
  for
• 7:08
  what
• 7:08
  is
• 7:08
  essentially
• 7:09
  just
• 7:09
  a
• 7:09
  video
• 7:10
  billboard
• 7:10
  in
• 7:10
  your
• 7:11
  store.
• 7:11
  And
• 7:11
  that
• 7:11
  doesn't
• 7:12
  do
• 7:12
  anybody
• 7:13
  any
• 7:13
  good.
• 7:13
  So,
• 7:13
  Brooks,
• 7:14
  what
• 7:14
  do
• 7:14
  you
• 7:14
  think
• 7:14
  here
• 7:15
  though?
• 7:15
  Last
• 7:15
  word?
• 7:16
  A
• 7:16
  last
• 7:16
  word.
• 7:17
  It's
• 7:17
  not
• 7:17
  about
• 7:17
  the
• 7:17
  screens,
• 7:18
  it's
• 7:18
  about
• 7:18
  what's
• 7:19
  going
• 7:19
  to
• 7:19
  be
• 7:19
  on
• 7:19
  the
• 7:19
  screens.
• 7:20
  I
• 7:20
  think
• 7:20
  Bryson
• 7:21
  said
• 7:21
  that
• 7:21
  extremely
• 7:22
  well.
• 7:23
  I
• 7:23
  can't
• 7:24
  think
• 7:24
  of
• 7:24
  a
• 7:24
  sector
• 7:25
  with
• 7:25
  the
• 7:25
  worst
• 7:26
  track
• 7:26
  record
• 7:26
  in
• 7:27
  quote,
• 7:27
  digital
• 7:28
  advertising
• 7:28
  than
• 7:29
  grocery.
• 7:30
  So
• 7:30
  this
• 7:31
  has
• 7:31
  got
• 7:31
  to
• 7:31
  be
• 7:31
  a
• 7:31
  lot
• 7:32
  better
• 7:32
  than
• 7:32
  just
• 7:32
  the
• 7:33
  12
• 7:33
  page
• 7:33
  circular.
• 7:34
  Cut
• 7:35
  and
• 7:35
  paste
• 7:35
  it
• 7:35
  onto
• 7:36
  a
• 7:36
  screen
• 7:36
  and
• 7:36
  call
• 7:36
  it
• 7:37
  digital
• 7:37
  advertising.
• 7:38
  I
• 7:38
  think
• 7:38
  there's
• 7:39
  an
• 7:39
  opportunity
• 7:39
  here.
• 7:40
  But
• 7:41
  look,
• 7:42
  I
• 7:42
  think
• 7:42
  it
• 7:42
  depends
• 7:43
  on
• 7:43
  what
• 7:43
  actually
• 7:44
  is
• 7:45
  executed
• 7:45
  on
• 7:45
  that
• 7:46
  screen.
• 7:47
  Got
• 7:47
  so.
• 7:47
  Got
• 7:47
  it.
• 7:48
  So,
• 7:48
  net.
• 7:48
  Net.
• 7:48
  A
• 7:49
  lot
• 7:49
  more
• 7:49
  to
• 7:50
  learn
• 7:50
  in
• 7:50
  terms
• 7:50
  of
• 7:50
  how
• 7:51
  to
• 7:51
  make
• 7:51
  this
• 7:52
  work.
• 7:52
  And
• 7:52
  yes,
• 7:53
  your
• 7:53
  flashback
• 7:53
  to
• 7:54
  digital
• 7:54
  circulars.
• 7:55
  Oh,
• 7:55
  man,
• 7:55
  Brooks,
• 7:56
  it's
• 7:56
  like
• 7:56
  frightening.
• 7:56
  That's
• 7:57
  like
• 7:57
  Halloween
• 7:58
  Part
• 7:58
  12
• 7:58
  for
• 7:59
  me.
• 7:59
  Part
• 7:59
  13,
• 8:00
  yeah.