Microsoft is expanding its reach into emerging digital channels with a deal to show grocery store customers video ads tied to their past shopping history and location in the store. Microsoft has begun a pilot program with MediaCart Holdings, a maker of shopping cart computers, and Wakefern ShopRite to show point-of-purchase ads in 220 grocery stores in New Jersey, New York, Connecticut, Pennsylvania and Delaware. The pilot will run nine months. The system uses location technology to identify where the cart is in the store. It then directs 7- to 15-second ads and product offers to consumers based on items nearby. Nabisco, for instance, could target shoppers in the bakery aisle with an ad and coupon for Oreo cookies. What's more, Microsoft is serving ads based on prior shopping history stored on ShopRite loyalty cards. The MediaCart shopping carts come equipped with a card swipe, which can be used to display shopping lists. Microsoft will use the non-personally identifiable information to make ad-serving decisions. For instance, a frequent Coca-Cola buyer could get an ad offer for Coke Zero when approaching the soft drink aisle.http://www.mediaweek.com/mw/news/interactive/article_display.jsp?vnu_content_id=1003696183
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