NRS Digital Media Blog · Topic

Audience & Targeting

Who is in front of the screen, and how to plan to them — by zip code, by channel, by store, by hour.

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Audience & Targeting

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Audience & Targeting
Frequency capping in DOOH: does it apply?

Frequency capping limits how often one person sees an ad online. Why shared in-store screens work differently and what DOOH planners manage instead.

Aug 19, 20264 min read
Audience & Targeting
Shopper marketing vs. retail media: what's the difference?

Shopper marketing vs retail media: what each one covers, where they overlap, and how to plan them together instead of in separate silos.

Jul 22, 20264 min read
Audience & Targeting
Effective frequency when shoppers come back daily

Frequency accumulates fast in a store channel. What that means for planning, wear-out and the weight actually needed.

Mar 21, 20265 min read
Audience & Targeting
Dwell time and the queue as an audience

Waiting is the condition that makes an in-store screen work. What dwell means for planning and where the estimates come from.

Mar 6, 20265 min read
Audience & Targeting
Local advertising for regional brands: a practical playbook

A practical local advertising playbook for regional brands: match media to distribution, buy by zip code, test small, and expand on real evidence.

Dec 20, 20255 min read
Audience & Targeting
Planning around store hours: dayparting at the register

Dayparting in retail media: how the store's day changes shopper missions hour by hour, and how to schedule in-store creative to match each one.

Dec 19, 20255 min read
Audience & Targeting
Frequency in a daily-visit channel: the corner-store advantage

Advertising frequency works differently in a daily-visit channel. How corner-store routines build repeat exposure without wearing the message out.

Dec 17, 20255 min read
Audience & Targeting
The shopper you can't reach on streaming or social

Hard-to-reach shoppers skip, block, or pay their way past digital ads. Who they are, why plans miss them, and where they reliably show up instead.

Dec 15, 20255 min read
Audience & Targeting
Why unduplicated reach matters in media planning

Unduplicated reach counts people, not impressions. Why duplication hides inside media plans and how exclusive store networks add genuinely new audience.

Dec 13, 20255 min read
Audience & Targeting
Retail channel targeting: bodegas, c-stores, grocers, and more

Retail channel targeting explained: how bodegas, convenience stores, and independent grocers serve different trips, and why channel choice shapes results.

Dec 12, 20255 min read
Audience & Targeting
SKU-level activation: advertising where your product sits

SKU-level activation matches advertising to the stores that stock your product. What it is, why the register makes it possible, and when to use it.

Dec 10, 20255 min read
Audience & Targeting
Audience indexing: finding the stores where your buyers shop

Audience indexing explained: how index scores find the stores where your buyers concentrate, and when indexing beats geography in a retail media plan.

Dec 8, 20255 min read
Audience & Targeting
Zip-code targeting: planning campaigns street by street

Zip code targeting lets you plan advertising street by street. How it works in store-based media, when to use it, and where its limits are.

Dec 6, 20255 min read
Audience & Targeting
Multicultural marketing through neighborhood retail

Multicultural marketing through neighborhood retail: why independent stores reflect their communities and how brands can show up there with respect.

Dec 5, 20255 min read
Audience & Targeting
Reaching urban neighborhood audiences at scale

Urban neighborhood advertising at scale: why corner stores are reliable touchpoints and how store networks turn thousands of small venues into reach.

Dec 3, 20255 min read
Audience & Targeting
Who shops at independent stores? Understanding the audience

Who shops at independent stores? A qualitative look at the neighborhood shopper: trip habits, store loyalty, and why standard media data misses them.

Dec 1, 20255 min read
Audience & Targeting
The independent retail channel: the audience most media plans miss

The independent retail channel reaches shoppers most media plans miss. Who shops there, why plans overlook it, and how brands can reach it at scale.

Nov 15, 20255 min read

Audience & Targeting

All topics

Audience & Targeting

Frequency capping in DOOH: does it apply?

Shopper marketing vs. retail media: what's the difference?

Effective frequency when shoppers come back daily

Dwell time and the queue as an audience

Local advertising for regional brands: a practical playbook

Planning around store hours: dayparting at the register

Frequency in a daily-visit channel: the corner-store advantage

The shopper you can't reach on streaming or social

Why unduplicated reach matters in media planning

Retail channel targeting: bodegas, c-stores, grocers, and more

SKU-level activation: advertising where your product sits

Audience indexing: finding the stores where your buyers shop

Zip-code targeting: planning campaigns street by street

Multicultural marketing through neighborhood retail

Reaching urban neighborhood audiences at scale

Who shops at independent stores? Understanding the audience

The independent retail channel: the audience most media plans miss