Owners of such online platforms have learned to monetize this flow—they sell space on their websites, in mobile apps, and even on digital screens in physical stores to advertisers. Thanks to the use of modern digital signage solutions, retail chains can broadcast up-to-date advertising messages on large displays, attracting shoppers’ attention and increasing revenue from traffic.

Those who purchase advertising spots receive significant sales growth and increased brand recognition. This is the essence of retail media—using tools to promote sellers’ products on the website, in mobile apps, as well as on digital media thanks to modern Digital Signage systems.

What is retail media

Modern consumers are increasingly choosing the online space for shopping, and stores are actively increasing the flow of visitors to their sites and gaining additional profit from this. Retail media is the conversion of the flow of visitors to an e-commerce platform into income and attracting new budgets from advertisers. This is not only banners on websites, but also promotion through product shelves, formats for transitions via external and internal links (click-out and click-in) both online and offline.

Offline stores are increasingly using specialized players for digital signage, which allow advertising content to be broadcast in real time. Thanks to integration with Digital Signage systems, brands can quickly change advertising campaigns, adapt them to the audience, and track the effectiveness of digital advertising. This opens up new opportunities for integrating smart advertising into the physical store space.

Advantages of using modern digital signage solutions

Using software for digital signage allows stores to automate content management, plan advertising campaigns, and analyze their effectiveness. The Digital Signage system integrates with other marketing tools, providing a single platform for managing all digital advertising channels. This increases flexibility, allows for quick responses to market changes, and enables the rapid launch of new advertising formats.

In addition, such technologies help reduce costs for printed advertising and speed up the updating of information in stores. Thanks to centralized management, even large chains can efficiently control the placement of advertising materials in various cities and regions.

How brands increase sales with retail media

For brands, retail media is an opportunity to directly influence the buyer at the moment of making a purchase decision. Thanks to the integration of digital advertising on e-commerce platforms and through modern players in physical stores, brands receive a unique communication channel with their target audience. This allows not only to increase sales, but also to strengthen customer loyalty and improve brand recognition.

Another advantage is the ability to use analytics provided by the Digital Signage system to optimize advertising campaigns. Brands can track buyers’ reactions to different digital advertising formats, test new approaches, and quickly change strategy depending on the results. This allows for increased effectiveness of marketing investments and achieving better results in a competitive environment.

Thanks to the flexibility of digital signage software, brands can launch personalized advertising messages adapted to a specific audience or time of day. This significantly increases the relevance of advertising for buyers and contributes to higher conversion rates.

Principle of operation of personalized advertising in Retail Media

Modern Retail Media tools are based on big data and machine learning (ML) algorithms. They collect huge amounts of information about the behavior and preferences of users who visit online stores. This allows platforms not only to offer relevant recommendations, but also to broadcast personalized ads taking into account the interests of the audience. Such an approach significantly improves the quality of user interaction and promotes increased loyalty to the retail platform.

Depending on the interests and data of visitors (gender, age, behavioral characteristics), the Retail Media system segments the audience and calculates the probability of purchasing certain product groups. This enables brands to offer precise targeting, increasing the effectiveness of advertising campaigns. Thanks to this approach, the advertising budget is spent rationally: ads are shown only to a narrow segment of interested users who are highly likely to make a purchase.

Technological solutions for advertising personalization

The implementation of software for Indoor TV allows the placement of personalized advertising not only on the website, but also in physical stores. For example, with the help of Android set-top boxes and specialized players for Indoor TV, it is possible to broadcast advertising video content that automatically adapts to the interests of visitors. The use of a modern CMS (Content Management System) simplifies content management on numerous screens and provides for prompt updating of advertising messages.

In addition to video advertising, high-quality audio design of the retail space plays an important role. Synchronization of audio and video content allows the creation of a unique atmosphere that enhances the emotional impact on the buyer and increases the effectiveness of advertising campaigns. Such innovative solutions allow brands to use all the possibilities of Indoor TV to attract the attention of the target audience.

Advantages for brands

Rational use of promotion funds is one of the main advantages of personalized advertising. The advertiser can show products only to the group of buyers most interested in purchasing, which increases conversion and saves budget. Thanks to flexible targeting settings, it is possible to advertise products precisely at the moment when the probability of purchase is highest. For example, a user will see a personalized selection of products while searching or purchasing related items, which significantly increases the chance of making a purchase.

Targeting takes into account not only interests but also the technical parameters of the audience. By receiving information about the devices from which users visit the site, it is possible to create ads optimized for specific operating systems—for example, for Android set-top boxes or other modern devices. This allows you to avoid situations where part of the audience does not see the ad due to technical limitations.

Advanced analytics and data accumulation capabilities

Accumulating data about users makes the platform much more attractive to advertisers, as it allows even more precise targeting. Using a CMS for Indoor TV makes it possible to collect statistics on views, interactions, and reactions to ads, which helps brands constantly improve their campaigns. Thanks to such analytics, it is possible to quickly test new formats, adjust strategies, and achieve better results in a competitive environment.

Integration of audio and video advertising for maximum effect

Modern audio design combined with video content creates a comprehensive advertising experience for visitors. The use of specialized players allows brands to broadcast not only video but also audio clips that enhance the impact of the advertising message. This approach helps create a unique atmosphere in the store, draw attention to promotions or new products, and increase customer interest.

By combining audio and video advertising, information can be delivered more effectively to different groups of visitors, taking into account their preferences and mood. This not only attracts new customers but also increases the loyalty of regular ones, creating a positive experience of interacting with the brand. Such a comprehensive approach contributes to sales growth and strengthens the store’s position in the market.

Which personalized advertising formats increase conversion

In retail media, there are many advertising formats that allow brands to effectively interact with the audience both online and offline. Online formats include banners, product shelves, general product shelves, highlights, stories, pinned search results, click-out formats, and product page boosts. In the offline environment, the most popular are digital in-store shelves, banners, as well as video and audio advertising broadcast directly in retail locations.

Thanks to the implementation of Digital Signage solutions, stores can use modern technologies to display personalized videos and advertising messages on large screens. Sponsored product shelves are especially effective, as statistics show they significantly increase sales and conversion. The centralized video management system allows for quick content updates on all devices at once, ensuring information is always relevant for shoppers.

Android media players play an important role in this process, providing stable playback of video and audio advertising in store halls. For small retail outlets, free screen software is available, which allows basic advertising campaigns to be launched without significant investments in infrastructure.

Advantages and disadvantages of personalized advertising in Retail media

Personalized advertising in Retail media opens up new opportunities for brands, allowing them to more precisely tailor their campaigns to a specific audience. It helps solve many industry problems both at the micro and macro levels. Among the main advantages are increased efficiency of advertising budgets, higher conversion, and the ability to quickly respond to changes in consumer behavior.

Thanks to the use of centralized video management systems and Digital Signage solutions, stores can promptly change advertising content, test different formats, and segment the audience according to various criteria. This allows brands to be more flexible and competitive in the market.

However, there are also certain challenges. For example, implementing complex personalization scenarios requires investment in modern equipment, such as Android media players, as well as staff training. In addition, it is important to ensure user data protection and compliance with privacy standards.

Prospects for the development of personalized advertising

With the development of technology, free screen software is becoming increasingly accessible, allowing even small stores to implement personalized video and audio advertising. In the future, even greater integration of Digital Signage systems with CRM and analytics platforms is expected, which will provide even more precise customization of advertising campaigns and increase their effectiveness.

Overall, personalized advertising in Retail media is becoming a powerful tool for attracting and retaining customers, and the use of modern technological solutions allows stores and brands to stay one step ahead of competitors.


Advision — Content Management System for remote management and media planning of video and audio content broadcast. We help offline businesses and advertising companies automate workflows and implement reliable Digital Signage infrastructure using our own software and hardware solutions.

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