The format of digital advertising placed at points of sale is rapidly developing and successfully competing with social media and television. Its popularity stems from its ability to precisely target audiences who are at the decision-making stage of purchasing, as well as its short sales cycle. The uniqueness of this format lies in its effectiveness for brands aiming to quickly boost recognition and attract new customers. Forecasts suggest that by 2027, retail media will become one of the primary areas for digital advertising investment, reaching a total budget of $161 million.

What Is retail media?

Retail media is an advertising tool that enables brands to promote their products through retailer platforms. These platforms can include websites, mobile apps, social media, and physical stores. The key feature of this format is its focus on “warm” consumers—people ready to make a purchase or located near a point of sale. For example, digital menus and multimedia screens at store entrances can directly influence customer choices on-site.

Retail media utilizes various digital advertising tools, such as email campaigns, contextual ads, and recommendation blocks in product catalogs. Particularly effective are software solutions for digital signage and multimedia ad players. These technologies allow for the creation of interactive content that captures buyers’ attention during their decision-making moments.

Types of advertising in retail media

Marketplace advertising

Marketplace advertising is one of the most popular retail media formats. It includes placing sponsored product cards at the top positions in catalogs, banner ads on the platform’s homepage, and recommendation blocks like “Frequently Bought Together.” This helps brands not only increase product visibility but also influence customer decisions during catalog browsing.

Digital in-store advertising

Digital in-store advertising is actively used in offline retail. It involves placing multimedia banners and videos on digital displays, such as screens at store entrances, self-service checkout displays, or price-check monitors. The use of software for dynamic digital menus enables the creation of content tailored to audience needs, stimulating purchases directly in-store.

Advantages of retail media

One of the key advantages of retail media is its ability to precisely target audiences by leveraging shopper behavior data (first-party data). This allows brands to create highly relevant content and improve the conversion rates of advertising campaigns. Additionally, integrating retail media with other digital advertising channels—such as social media or email marketing—makes it a versatile tool for attracting customers.

Another important advantage is the transparency of analytics. Brands can track the performance of their campaigns in real time using metrics like ROI (return on investment) or CTR (click-through rate). The use of modern software for digital signage and multimedia ad players enables automation in data collection and content optimization processes.

Development trends in 2025

In 2025, retail media will continue to evolve through the adoption of new technologies and analytical tools. The growing popularity of digital in-store advertising encourages brands to invest in software for digital menus and multimedia platforms. This opens up new opportunities for content personalization and enhances the effectiveness of advertising campaigns.

Thus, retail media is becoming an indispensable tool for brands aiming not only to increase sales but also to strengthen their market position. The integration of modern technologies, such as digital signage players and content management software, allows brands to create interactive experiences for shoppers and significantly boost engagement levels.

Advertising opportunities in retail media today

Retail media provides brands with unique opportunities to promote their products by targeting audiences who are already in the decision-making process. This significantly increases the effectiveness of advertising campaigns, as ads appear precisely where customers are ready to act. For example, using audio design in stores creates a comfortable atmosphere that attracts customers and enhances their loyalty. This enables brands not only to advertise their products but also to build a positive image.

Another advantage of retail media is access to shopper behavior data. Retail platforms collect information about customer preferences, habits, and purchase histories. This allows brands to create personalized advertising campaigns tailored to specific audience interests. For instance, a centralized audio management system can be used to adjust background music or broadcast announcements about promotions in different store departments.

The growing demand for offline formats

Despite the rapid growth of online advertising, offline formats remain a crucial element in many brands’ strategies. According to 2023 data, the majority of shoppers (63%) still primarily shop offline or combine physical stores with online purchases. Moreover, 58% of consumers first discover new brands in physical stores. This makes offline advertising indispensable for attracting new customers.

One of the most popular formats: digital screens in stores

One of the most popular formats is digital screens in stores. LED displays in shop windows, multimedia panels near self-service checkouts, or screens above product shelves attract customers’ attention and encourage purchases. The use of Digital Signage systems combined with Android set-top boxes allows real-time content management on these screens. For instance, Indoor TV software can broadcast videos about new arrivals or seasonal promotions directly in the store.

Audio advertising as an important tool

Audio advertising remains an essential tool for engaging customers in stores. In-store radio networks enable brands to broadcast short announcements about promotions or special offers. The use of players for indoor radio ensures high-quality sound and provides flexible content customization options based on time of day or audience needs.

Retail media inventory

The advertising inventory of retail media includes a wide range of formats—from digital technologies to traditional printed materials. For example, CRM campaigns (email or push notifications) allow brands to remind customers about promotions or new arrivals and encourage them to return for purchases. Outdoor advertising, such as banners of various sizes or branded shelves, captures shoppers’ attention even before they enter the store.

Digital technologies are becoming increasingly popular due to their efficiency and ability to quickly adapt content. The use of centralized audio management systems combined with Indoor TV software automates the process of creating and broadcasting content in real time. This is especially important for large retail chains with multiple points of sale.

The role of technology in retail media development

Modern technology plays a key role in advancing retail media and enhancing its effectiveness. The use of Digital Signage systems allows brands to manage screen content in stores from a centralized server, quickly adapting it to the needs of specific audiences or regions. For example, Android set-top boxes enable high-quality video broadcasts directly on multimedia displays at retail locations.

Audio advertising is also gaining popularity due to its ability to integrate with other communication channels. The use of players for indoor audio allows brands to create interactive experiences for shoppers by broadcasting background music or promotional announcements based on time of day or season.

Thus, retail media continues to expand its capabilities through the integration of modern technologies and growing demand for offline formats. The use of indoor audio players, Digital Signage systems, and Android set-top boxes opens new horizons for personalized advertising content and campaign effectiveness. This makes retail media an indispensable tool for brands seeking to attract more customers and strengthen their market position.

Access to in-depth campaign analytics

Retail media offers advertisers unique opportunities through data analytics. This enables not only effective campaign planning but also evaluation of their impact after completion. For instance, when launching promotions, clustering stores can help identify locations with the highest growth potential for a brand or product category. The use of centralized video management systems ensures cohesive control over advertising materials on digital screens in stores, including digital menu boards.

Additionally, profiling and clustering shoppers help identify relevant target audiences and create personalized messages for them. This is made possible through records of past activations and benchmarks for growth metrics in sales and brand recognition. For example, using free software for screens optimizes advertising costs and automates the data collection process.

Post-analytics as a tool for improvement

After completing an advertising campaign, post-analytics must be conducted to evaluate its effectiveness using key metrics. For example, the Sales Lift metric demonstrates the campaign’s impact on brand or product category sales, while Brand Lift shows how the advertising influenced audience perception of the brand. This allows advertisers to identify strengths in their campaigns and improve weaker aspects.

Post-analytics also involves analyzing data on customer interactions with advertising materials. The use of Indoor TV players enables tracking engagement metrics such as clicks, viewing time, or the number of cart additions. This helps quickly adjust strategies and enhance the effectiveness of future promotions.

Hyper-personalization of marketing campaigns

Data analytics is a powerful tool for creating hyper-personalized marketing campaigns. Instead of traditional segmentation based on shared characteristics, hyper-personalization allows brands to address each customer individually. For instance, centralized video management systems can use shopper behavior data to display personalized recommendations on digital menu boards or other screens in stores.

This approach considers not only demographic data but also psychological aspects of consumer behavior. For example, AI algorithms can analyze purchase history and content interactions to offer special discounts or dynamic pricing tailored to specific customer groups. Such technologies significantly boost conversion rates and encourage repeat purchases.

Impact of technology on retail media

Modern technologies play a crucial role in the development of retail media. The use of digital menu boards and centralized video management systems automates real-time content broadcasting processes. This is especially important for large retail chains with numerous points of sale. For example, free software for screens can be utilized to display promotional offers or videos about new arrivals directly in stores.

Indoor TV players ensure high-quality content broadcasting and allow adaptation based on time of day or season. This enables brands to create interactive experiences for shoppers and increase engagement levels.

Data analytics in retail media is a powerful tool for improving advertising campaigns and optimizing costs. The use of modern technologies, such as centralized video management systems or digital menu boards, opens up new opportunities for content personalization and enhances marketing strategy effectiveness. This makes retail media an indispensable element in brands’ success within today’s competitive environment.

Retail media: the path to a customer’s heart

Retail media today is more than just advertising—it’s an art form that creates experiences that remain memorable for shoppers and influence their choices. With Digital Signage solutions, brands gain the ability not only to broadcast content on advertising screens but also to establish a dynamic dialogue with their audience. These technologies allow advertising messages to be adapted to specific times, locations, and even customer moods.

Innovations such as Android media players are changing the rules of the game in retail media. They ensure stable operation of digital platforms even in the busiest stores, enabling brands to stay closer to their customers. Advertising screens are no longer just information carriers—they have become tools for creating emotional connections between brands and shoppers.

In a world where every moment matters, retail media helps brands be present where they are needed most. It’s the path to a customer’s heart—through attention to detail, personalization, and the use of modern technologies. Its strength lies in its ability to combine innovation with human connection to create unforgettable experiences.

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