The Rise of Retail Media Networks: Where DOOH Takes Centre Stage

The Rise of Retail Media Networks: Where DOOH Takes Centre Stage

Retail Media Networks (RMNs) are rapidly becoming the next big thing in online marketplaces, and Digital Out-of-Home (DOOH) is playing a pivotal role in this evolution. No longer just a static billboard on the highway, DOOH is now the dynamic intersection where the physical and digital worlds collide, offering brands an unprecedented opportunity to connect with consumers at the point of purchase.

Over the past year, we’ve witnessed significant investments from industry giants like Quad and RR Donnelly, who are acquiring screens and technology to expand their in-store measurement capabilities. This trend underscores the growing recognition of DOOH’s value within the retail environment. Even telecommunications giant T-Mobile has recognised this potential, recently launching an in-store network of 20,000 digital screens across its US retail locations. This network provides brands and advertisers with a powerful platform to engage customers precisely when their purchase intent is highest.

This shift towards RMNs is backed by hard data. A recent DoubleVerify report, “The Rise of Retail Media,” surveyed advertisers and publishers and revealed a compelling trend: the top-performing RMNs all possess a strong physical retail presence. Think Walmart Connect in the US, ASDA in the UK, and Carrefour in France. These retailers are leveraging their physical stores as powerful media platforms, integrating DOOH screens to create immersive brand experiences and drive sales.

The trend is mirrored in Australia and New Zealand. thorndyke’s verification data shows that 39% of the 30,000 digital screens they monitor are located within retail locations. Major players like Woolworths, with its extensive network of supermarkets, are capitalising on this opportunity. Similarly, Coles has launched Coles360, a comprehensive media offering that seamlessly integrates the digital and in-store experience.

But what’s driving this convergence of RMNs and DOOH? Several factors are at play:

• Programmatic DOOH: The rise of programmatic DOOH over the past three years has revolutionised the OOH landscape. It’s not just about digitizing screens; it’s about transforming how media is traded, measured, and analysed. Programmatic DOOH brings the efficiency and data-driven insights of online advertising to the physical world, making it a natural fit for RMNs.
• Data-Driven Targeting: RMNs provide access to a wealth of valuable customer data, including purchase history, loyalty program information, and in-store behaviour. Combined with DOOH’s location-based targeting capabilities, brands can deliver highly personalised and relevant messages to shoppers at the precise moment they are most receptive.
• Measurable Impact: Unlike traditional OOH, DOOH offers sophisticated measurement capabilities, allowing brands to track impressions, engagement, and even sales lift. This data-driven approach provides valuable insights into campaign performance and ROI, making DOOH an increasingly attractive option for advertisers.

As RMNs continue to evolve, integrating physical locations and digital screens with real-time sales data and foot traffic analysis, the need for robust verification and measurement becomes paramount. Ensuring accountability across all aspects of the transaction is crucial for maintaining trust and transparency within this rapidly growing media landscape.

thorndyke, with its expertise in DOOH verification, is well-positioned to play a critical role in this evolution. By providing independent, third-party verification, thorndyke ensures that RMN campaigns are delivered as promised, providing advertisers with the confidence they need to invest in this exciting new frontier of media.