Where Retail Media Meets Reality
Explore how retail media, out of home (OOH), and on-premise networks are converging to reshape the value of physical retail in Head of Media & Entertainment Mark Boidman‘s presentation. Discover market trends, growth projections, and case studies from leading brands.
The Store as a Media Asset
Physical retail is no longer just a point of sale—it’s becoming a dynamic media channel. Retailers are leveraging their physical spaces to engage shoppers with targeted content, digital screens, and interactive experiences. This transformation allows retailers to:
- Monetize both online and in-store customer engagement by selling advertising space within their stores and digital platforms.
- Use shopper data to deliver personalized messages at the point of decision, increasing the effectiveness of marketing efforts.
- Position the store as a critical touchpoint in the consumer journey, influencing purchase decisions and brand perception.
Convergence of Retail Media, Out of Home, and On-Premise Networks
The boundaries between retail media, OOH advertising, and on-premise networks are blurring:
- Retailers are integrating digital signage, in-store displays, and OOH placements to create seamless, omnichannel campaigns.
- This convergence enables brands to reach consumers across multiple environments—on the go, in transit, and at the point of purchase.
- The market now values physical retail not just for sales, but for its ability to deliver measurable media impressions and drive incremental revenue through advertising.
AI’s Impact on Advertising
Artificial intelligence is revolutionizing how advertising is bought, delivered, and measured:
- AI-driven platforms are powering smarter search, enabling brands to appear in AI-generated search summaries and recommendations.
- In-store ads are becoming more context-aware, matching shopper intent and behavior in real time.
- AI enables dynamic pricing, personalized offers, and predictive analytics, making every shopper interaction more relevant and valuable.
- By 2028, it’s projected that 60% of today’s marketing roles will be replaced or augmented by AI, underscoring the need for marketers to adapt.
Case Studies & Success Stories
The presentation highlights real-world examples of retail media’s impact:
- Major retailers and brands have seen lifts in sales and brand consideration through in-store and on-premise media campaigns.
- For example, a leading food and drug retailer achieved a 14% lift in in-store sales, while a challenger beer brand saw an 89% lift in on-premise sales.
- These case studies demonstrate the power of data-driven, location-based advertising to drive measurable business outcomes.
Growth Opportunities
In-store retail media is experiencing explosive growth:
- Ad spend in this channel is projected to increase rapidly, with in-store media still representing less than 1% of total US retail media—indicating significant room for expansion.
- Retailers are investing in digital screens, electronic shelf labels, and interactive displays to enhance the shopper experience and attract advertiser dollars.
- Brands are increasing their investment in retail media, recognizing its value in influencing the consumer journey and delivering high margin returns.
