The Secrets of Retail Media in DOOH

What is Retail Media?

Initially, Retail Media was known as the placement of ads on retailers’ websites or applications.

The first known retail media networks are Amazon, Alibaba, or Mercado Libre in Latin America, to name a few. Today, these networks are joined by Walmart, Carrefour, Walgreens, CVS, Target, and many more.

The evolution of technology and the digitalization of points of sale has led to the addition of digital screens within retail locations to the previous concept, and these are now known as part of Retail Media.

These networks offer contextual relevance and align with KPIs such as sales and ROAS, in addition to measurement capabilities to demonstrate investment effectiveness. Furthermore, McKinsey predicts that RMNs (Retail Media Networks) could represent $100 billion in advertising spend by 2026, while BCG (Boston Consulting Group) forecasts that Retail Media will represent 25% of digital media spending.

What is the objective?

The main objective of brands is to reach consumers and motivate purchases at the moment when they are most receptive. That is, at the point of sale.

Is Retail Media only digital advertising?

As we mentioned earlier, Retail Media emerges as the new wave of digital advertising, as it bases its effectiveness on interest or consumption data generated by e-commerce users or shopping apps.

Currently, the evolution of technology has allowed this digital advertising to move to devices in physical stores, but without abandoning data analysis and the automated purchasing process that programmatic proposes.

What types of Retail Media DOOH exist?

Usually, the concept of RMDOOH (Retail Media Digital Out Of Home) is divided into two: in-store and at-store.

The IN-STORE concept refers to communication within the point of sale, seeking contextuality and motivating the purchase of certain products at the moment when the consumer is at the point of sale.

While AT-STORE refers to communication outside the point of sale and seeks to direct the consumer to a particular store. In this case, it is very common to use supports near stores with specific directions to reach them.

What are the benefits of Retail Media DOOH?

1- More visibility for online digital campaigns.

Programmatic buying through an Omnichannel DSP allows reaching people, not only on their mobile device but also within the point of sale.

Marketing campaigns that use Retail Media can access more touchpoints throughout the consumer journey. For example, these campaigns reach consumers through their mobile devices when they drive to the store or when they walk toward (or near) it. With a Retail Media DOOH at-store strategy, these consumers can be impacted in the real world on DOOH screens near stores or in the parking lot. Once in the store, on digital screens and at the cash register when paying.

2- Improves customer experience.

Adapting in-store communication to the customer experience generates the perception that screens are helping the consumer and not that brands are competing with each other. For example, it can be annoying for consumers to be constantly invaded by messages, banners, or pop-ups on online websites. However, when ads are published in the real world that appeal to contextual communication in the right place, these ads stop being a nuisance to help consumers find new products and services. Real-world ads tend to be remembered more than other formats.

3- Improves sales

There is no doubt that contextual communication at the point of sale generates immediate and measurable results.

Success Stories

Consumers Trust The Medium

A leading global retailer recruited Vistar Media to help promote awareness, consideration, and app downloads for their new grocery pickup offering among busy, on-the-go moms.

Retail Media has transformed and proven to be a crucial part of the modern communication ecosystem. Its benefits, such as achieving greater visibility for brands, better customer experience, and driving higher sales, can significantly improve a brand’s performance at the point of sale.

This undoubtedly generates an excellent business opportunity for retailers, who through the acquisition of specialized technologies can access new advertising revenue with low implementation, maintenance, and human management costs.