Valiuz and partners launch new retail media and DOOH initiatives

Several French advertising and data companies are expanding retail media capabilities through new partnerships and technological integrations.

In-Store Media, Phenix, and Valiuz have launched ‘Malls+’, a partnership designed to create a single point of access for digital out-of-home (DOOH) advertising in shopping centers. The alliance aims to reduce market fragmentation, allowing brands and agencies to reach audiences in peri-urban and urban shopping centers more efficiently through a unified offering.

Separately, Equativ and Valiuz have introduced shoppable ads on Equativ’s Maestro platform. This feature utilizes real-time catalogue management to display live product prices and stock levels in ads running outside of retailers' own websites. A pilot program conducted for Groupe SEB’s Moulinex Cookeo range reported a 2.5x click-through rate and indicated that a significant portion of resulting revenue was generated in physical stores.