A new study from Vistar Media, the leading global provider of technology solutions for out-of-home (OOH) media, in partnership with consumer research leader MFour, reveals that retail media ads are not only welcomed by consumers but also have a significant influence on shopping behavior and brand consideration. The research provides key insights into the impact of retail media ads across the entire shopping journey, demonstrating how these ads drive engagement and purchases when placed in strategic locations — from the parking lot to the checkout line.
The study, which surveyed 2,000 nationally representative U.S. shoppers, found that 95% of consumers felt either positive or neutral toward retail media ads. This broad approval signals a growing acceptance of digital out-of-home (DOOH) advertising as a relevant and valuable part of the shopping experience.
“We wanted to understand how consumers truly feel about retail media — without prompting or influence,” said Sean Cheyney, Head of Retail Media at Vistar Media. “Connecting with consumers in meaningful ways is a challenge, but in-store retail media, when done right, goes beyond just grabbing attention and can provide true value. It helps shoppers make decisions, discover products and engage with brands in a way that enhances their shopping journey, rather than disrupt it.”
Visual formats are the most effective, with 72% of shoppers approving of parking lot screens, the first point of contact with the brand. In-aisle screens (68%) and storefront/entrance screens (64%) also garnered strong approval, proving their value in guiding decisions and providing relevant product information.
The study reveals that retail media ads are generally well-received, with only 4% of consumers reporting that the ads detracted from their shopping experience. In fact, many shoppers appreciate ads that enhance their journey—50% of those who felt the ads improved their experience cited their visual appeal, while 34% valued the product information and 27% enjoyed the entertainment factor.
This positive perception translates into action. The research also found that these ads directly influence purchase decisions: 44% of shoppers said they made a purchase because of an ad. Engagement was even stronger in specific placements—58% of shoppers who viewed front entrance ads bought the advertised product immediately, and 31% of those who saw in-aisle ads redeemed a coupon or discount code.
Retail media is also driving cross-channel engagement. Among those exposed to parking lot ads, 32% went on to visit the brand’s website, and 19% of in-aisle viewers interacted with QR codes or digital links. The influence continues beyond the moment of exposure: 71% of consumers said they were more likely to consider a brand they saw advertised, with in-aisle (78%) and storefront (76%) ads being the most effective at driving future purchase consideration.
“The study’s findings highlight the increasing significance of retail media in the shopping journey,” says Cheyney. “Shoppers clearly value ads that inform, engage and entertain them at crucial moments. With strong consumer approval and measurable influence on both in-store purchases and future brand consideration, retail media is proving to be a necessary tool for brands looking to drive direct action and attention with today’s consumers.”
To read the full report, please visit: Retail media & DOOH: The trends shaping the future of in-store advertising.
Reach out today to learn more about how advertisers can leverage premium DOOH inventory, including location-based and audience-based targeting, and how Vistar can help elevate DOOH networks globally.
About MFour
MFour solves the issues of data fraud and commoditization in research using validated consumer data and a groundbreaking end-to-end insights platform. Utilizing the 4.5 star rated iOS & Android Surveys On The Go® app, MFour collects validated consumer behaviors + surveys to gain deep insights into consumer journeys. This data is seamlessly integrated into MFour Studio™, the only platform combining validated surveys with real-time app, web, and location data. This comprehensive approach empowers businesses to make informed decisions using validated consumer opinions and behaviors.
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