When we discuss Connected TV (CTV), most marketers immediately picture streaming platforms like Netflix or Disney+. But across North America and Europe, in-store retail screens are an equally crucial—and often higher-value—part of CTV.

Why? It all comes down to purchase intent:

Streaming CTV: Rich in viewer demographics (who is watching, duration, and household profile), but zero immediate intent to buy.

Retail CTV: Powered by loyalty profiles and real-time Point-of-Sale (POS) transaction data—reaching shoppers at the exact moment purchase decisions are made.

Currently, many Malaysian retailers have yet to fully connect their in-store screens, digital assets, and customer transactional data into a single unified media network.

This is where Footfall bridges the gap—helping retailers turn physical store displays into high-value CTV inventory while providing brands with direct, measurable access to active shoppers.

Are you tapping into the power of connected screens inside your store? Drop your thoughts below!

Read more: https://marketech-apac.com/ctv-scale-debuts-in-malaysia-to-simplify-connected-tv-advertising/

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