Digital Out-of-Home Advertising in Retail Media: A Strategic Opportunity for Brands

In 2025, Digital Out-of-Home Advertising (pDOOH) on screens located in retail stores has become a key tool in marketing strategies. Discover why more and more brands are betting on this channel to maximize their impact and return on investment.

Last update: May 20, 2025

The Rise of Media in Retail Stores

Global spending on media within retail environments is expected to reach $179.5 billion in 2025, with a compound annual growth rate of 14.1% between 2023 and 2028. This growth reflects how physical sales spaces have evolved into essential advertising platforms within omnichannel strategies.

Direct Impact at the Point of Sale

Digital screens placed in strategic areas — such as shelves, entrances, or checkout zones — capture shoppers’ attention right before the purchase. Recent studies show that in-store advertising can boost sales by up to 20%, by influencing last-minute purchase decisions effectively.

A concrete example is Rimmel’s campaign, which used Taggify’s platform to target its audience directly in the shopping environment, increasing campaign performance.

Why Invest in Screens in Retail Environments?

Precise Targeting with First-Party Data:

Combining pDOOH with first-party data from retail stores enables brands to develop highly targeted campaigns. By leveraging purchase history or in-store behavior, advertisers can deliver personalized messages to more relevant audiences, improving conversion rates.

Real-Time Measurement and Optimization:

Unlike traditional media, programmatic out-of-home advertising allows brands to track and adjust campaign performance in real time. This continuous optimization enhances strategy efficiency and maximizes return on investment.

More Dynamic Shopping Experiences:

Contextual content, targeted promotions, and environment-adapted messaging enhance the customer experience at the point of sale. This type of relevant, non-intrusive communication strengthens the brand-consumer connection and increases the chances of conversion.

Conclusion

In an increasingly competitive environment, Taggify's platform harnesses the power of data to execute programmatic campaigns with precise targeting, high impact, and real-time measurement. Incorporating Programmatic Digital Out-of-Home at the point of sale not only allows you to directly influence the purchase decision, but also to optimize results through strategic and effective campaigns.

Complete the contact form and discover the power of programmatic outdoor advertising customized for your brand.