Eight Reasons Why Large-Format Retail Media Shines Bright

In the programmatic DOOH advertising world, brands constantly seek innovative avenues to capture consumers’ attention and drive sales. 2024 is poised to be the year of retail spaces. Leveraging the vast reach and influence of DOOH screens, retail spaces offer a highly effective platform for brands to connect with their target audience.

(Source: Insider Intelligence)

What is Retail DOOH?

Retail DOOH, or Retail DOOH advertising, involves digital advertising displays positioned in public retail spaces like stores, malls, airports, and train stations. These screens, ranging from small one’s near products to large video walls at entrances, showcase dynamic content such as ads, promotions, and product demos to attract and influence shoppers. The goal is to engage consumers and encourage purchasing decisions through visually appealing content tailored to the retail environment. 

DOOH is transforming Retail Media, bridging home and store environments with data integration. Insider Intelligence predicts it will be the fastest-growing channel by 2027. The forecast expects retail media to reach $109.40 billion in spending by 2027, solidifying its position as the fastest-growing ad channel with an annual growth rate surpassing 20%. 

(Source: Idsk article – Digital Out-of-Home Trends for 2024) 

Let’s delve into the compelling reasons why retail media is becoming an indispensable tool for marketers:

Prime Real Estate: Retail environments serve as prime real estate for advertising. With foot traffic flowing through stores, brands have a captive audience to showcase their products and promotions. From aisle displays to digital screens strategically placed throughout the store, retail media offers unparalleled visibility for brands.

Targeted Reach: Retail media enables precise targeting based on shopper data and behavior. Brands can tailor their messages to specific consumer segments, ensuring that their ads resonate with the right audience at the right time.

Influence at the Point of Purchase: One of the key advantages of retail media is its ability to influence purchasing decisions at the point of sale. By strategically placing ads near relevant products or in high-traffic areas, brands can sway consumers’ choices and drive impulse purchases, ultimately boosting sales. Retail media and in-store marketing will play vital roles in this closed-loop approach, enabling brands to connect with targeted customers at the moment of decision-making, as DOOH Labs studies suggest that 80% of buying decisions occur at the point of purchase.

Measurable Impact: In today’s data-driven landscape, marketers demand accountability and measurable results from their advertising efforts. Retail media delivers on this front, providing actionable insights into ad performance, audience engagement, and conversion rates. Brands can track metrics such as store visits, dwell time, and purchase intent to gauge the effectiveness of their campaigns.

Enhanced Brand Visibility: As online shopping continues to expand, physical stores are increasingly valuable for brands to establish a tangible presence and connect with consumers in real-world environments. Retail media provides a unique avenue for brands to leverage foot traffic and physical interactions within stores. Through immersive experiences and creative storytelling, brands can captivate shoppers, strengthen brand loyalty, and ultimately drive sales, solidifying their position in both the digital and physical retail landscapes.

Dynamic Flexibility: Retail media is inherently flexible, allowing brands to adapt their messaging in real time based on market trends, seasonal promotions, and consumer behavior. Whether it’s launching a new product or running a limited-time offer, retail media provides the agility to stay responsive and relevant in a fast-paced environment.

Contextual Advertising: Retail media enables brands to deliver contextually relevant ads that resonate with shoppers’ immediate needs and preferences. By aligning ad content with the surrounding environment and product offerings, brands can create seamless and engaging shopping experiences.

Omnichannel Advertising: Retail media seamlessly integrates with brands’ omnichannel advertising strategies, allowing them to deliver consistent messaging across multiple touchpoints. 

Retail media, a powerhouse in digital ooh advertising, excels in large-format mediums, engaging consumers at the point of purchase through precise targeting and compelling content. In the fiercely competitive online landscape, it’s not just an option but a strategic necessity for brands to thrive. 

Lemma executed a highly successful campaign for Veeba, a prominent retail store, resulting in a remarkable 15% increase in sales and a notable 3X higher click-through rate (CTR). Lemma effectively captured consumer attention through strategic targeting and captivating visuals, driving engagement and ultimately boosting Veeba’s market performance. This collaborative effort demonstrates Lemma’s expertise in maximizing brand impact and achieving tangible outcomes for brands in the competitive retail landscape.