Blog | From Shared Profits to Owned Platforms: Supercharging by Fusing DOOH and In-Store

In the sixth masterclass session at DMEXCO 2024, Chris Riegel, CEO and Founder of STRATACACHE, brought together industry leaders to discuss the convergence of digital out-of-home (DOOH) and in-store retail media. As brands and retailers seek to reach audiences effectively along the customer journey, the session explored how these advertising formats could complement each other, shifting from traditional advertising towards more precise and performance-oriented strategies. 

Here’s a breakdown of the session’s insights:

Key Differences and Overlaps between DOOH and In-Store Retail Media

 The panelists opened by distinguishing between DOOH and retail media, emphasizing how each serves unique purposes. Frank Goldberg, managing director of Germany’s Institute for Digital Out of Home Media, noted that while both use digital screens and similar technology, retail media has unique advantages in shopper marketing and direct conversion due to its in-store presence. 

Remon Buter, Chief Investment Officer at GroupM, argued that while retail media can drive conversion at points of purchase, DOOH remains effective in top-of-funnel brand-building efforts. Despite these differences, both channels could benefit from integrating more data to improve targeting and measurement.

Metrics and the Need for Unified Measurement

The discussion highlighted challenges around measuring effectiveness, especially across different European markets. Florian Rotberg, managing director of Invidis Consulting, explained that while Germany has advanced data on DOOH reach and conversion, retailers still seek greater standardization for in-store metrics. 

Panelists emphasized that comparing the brand impact of each medium and integrating reach metrics could help retailers and advertisers make more informed buying decisions. As different countries in Europe maintain distinct standards, a pan-European measurement system could help unify these metrics for advertisers.

Shifting Budgets and the Rise of Digital Media

The session examined how budgets are moving from traditional media to digital formats like DOOH and in-store screens. Frank argued that while digital channels grow, traditional TV and print are seeing declines, pushing advertisers to allocate more budget towards DOOH and retail media. Panelists agreed that DOOH’s strength lies in creating brand awareness, while in-store media excels in targeting customers closer to the point of purchase, supporting conversion goals.

Challenges and Opportunities for Retail Media

One significant challenge for retail media is its current reliance on traditional trade marketing budgets, though it’s evolving towards attracting incremental media budgets. Panelists debated whether in-store screens should focus solely on performance or also embrace brand-building. 

Frank suggested that in-store screens should avoid being labeled strictly as «performance media,» as this may limit their brand-building potential. Remon added that as retailers grow more comfortable with data-sharing and measurement, they’ll become better equipped to position retail media networks as reliable performance channels.

Future Integration and the Path Forward

Looking ahead, panelists saw significant potential in blending DOOH and in-store media as part of a holistic strategy. By positioning screens strategically along the customer journey—from the street to the store aisle—advertisers can extend brand campaigns and leverage location-specific relevance at the point of sale. With advancements in programmatic buying and data integration, DOOH and in-store retail media networks could soon operate under a unified planning framework, enabling advertisers to reach audiences with precision at every stage of their journey.

Closing Thoughts

As retail media networks continue to expand, they are reshaping the advertising landscape, offering retailers a new revenue stream while enabling brands to reach customers more effectively. The session concluded with a consensus that while DOOH and in-store media serve distinct roles, they can work together in an integrated approach to drive both brand awareness and conversion, ultimately providing advertisers with a more versatile and effective media mix.

This convergence marks a significant evolution in retail advertising, opening new avenues for growth and innovation in digital media strategies across Europe.

You can watch the masterclass here. You can access all of the masterclasses of What’s In-Store for Retail Media Networks, presented in cooperation with DMEXCO here.