Want to drive purchases? This is the DOOH retail media trend you can’t miss

Retail media is having a moment—and it’s only getting bigger.

Global spending is projected to hit $177.1 billion by 2025, surpassing total TV ad revenue (including streaming) for the first time. In the US alone, retail media spend is set to grow 88.5% between 2024 and 2028. 

As brands invest heavily in retail media tactics, out-of-home arises as a major opportunity. It brings shopper marketing into the real world,  meeting people where purchase decisions are made: in-store, in-aisle and in the moment. Let’s explore how you can use DOOH in your retail media strategy.

DOOH’s role in retail media

Retail media has mostly been associated with online placements to date. However, as of 2024, approximately 84% of US retail sales still happen in physical stores. That’s where digital out-of-home (DOOH) comes in.

DOOH screens placed in and around retail environments provide brands with a final opportunity to influence purchase decisions when and where consumers are shopping. Messaging here is close to the product—and closer to conversion. Plus, DOOH works synergistically with other retail media formats, adding an in-person layer of targeting. For example, while a sponsored product listing might introduce a brand online, a strategically placed in-store screen can reinforce that message and nudge the shopper toward bringing it to checkout.

Study finds positive reactions to in-store ads

Shoppers aren’t just noticing in-store DOOH—they’re responding positively. Vistar Media’s recent retail media study revealed that 96% of consumers view in-store ads positively or neutrally, with only 4% finding them distracting. This is especially notable considering that 7 in 10 people find digital advertising annoying or unpleasant, 

making DOOH a standout channel for reaching consumers in a way that feels natural, welcome and impactful at the point of purchase. 

Location, location, location: Why the point-of-purchase matters

Advertising at the point of purchase (POP) stands out as the most strategically positioned form of retail media.

The final moments before checkout are some of the most critical. Shoppers are already in buying mode—comparing options, scanning prices and open to suggestions. A timely, relevant message at that moment can be the nudge that turns consideration into conversion.

Whether someone is deciding between two snack brands or noticing a new product for the first time, POP screens give marketers a way to engage at the exact moments it matters most.

Easy point-of-purchase opportunities 

Point-of-purchase opportunities are everywhere. From impulse buys in convenience stores to long shopping trips in the mall, strategically-placed POP screens give marketers high-visibility, high-impact moments to connect with consumers at monumental moments in the purchase journey.

• Convenience stores: Screens at entrances, exits and checkout aisles capture customers' attention while they shop and wait in line.
• Grocery stores: Aisle and checkout placements hit shoppers as they compare labels, ready to make real-time decisions.
• Malls: Large crowds, long visits and plenty of opportunity—food courts, directories and walkways become brand showcases.
• Gas stations: Pump-top screens are a rare moment of undivided attention—perfect for short, high-impact messages.
• Dispensaries: For brands aligned with cannabis culture, this is a prime and highly targeted opportunity to connect with them. 
• Liquor stores: Shelf-mounted or entryway displays offer targeted visibility for adult consumers already primed to buy.

Tips for making the most of in-store advertising

The customer journey isn’t a straight line—and DOOH placements like point-of-purchase screens are designed to meet shoppers at every key touchpoint. At the store entrance, they build anticipation. In the aisle, they guide choices. At checkout, they reinforce action. Each screen delivers a unique opportunity to connect with shoppers at just the right time.

To make the most of DOOH in retail spaces, marketers should:

• Think contextually: Tailor creative to match the location and moment. What works in a grocery aisle might not work at a self-service checkout counter.
• Design with clarity: Messaging needs to be fast, clear and easy to absorb in seconds.
• Time it right: Consider time of day, seasonality and purchase patterns. The more relevant the ad, the more effective the message.
• Measure for success, always: Use measurement studies to track how your campaign affects consumer behavior by tying exposure to real-world actions.

Turning retail space into strategic marketing

Retail media is no longer confined to online banners and sponsored products. It’s showing up in the store and on the shelf. 

From building curiosity at a store entrance to reinforcing decisions at the checkout line, DOOH allows brands to connect with shoppers throughout their journey. Each format and placement serves a specific purpose, and when planned well, they work together to create a seamless, valuable experience for brands, retailers and consumers alike.

With in-store retail media spending projected to surpass $500 million this year, brands are increasingly recognizing the potential of connecting with consumers in-store, at the point of purchase—not just online. As investment grows, DOOH turns this critical touchpoint into an actionable, high-impact opportunity.

Want to dig deeper?

Download our retail media x DOOH consumer insights report to explore how advertisers are using in-store advertising to drive results and uncover what’s next in the retail media evolution.