NEW YORK —A new research study from Vistar Media, a global provider of out-of-home (OOH) media technology, in collaboration with consumer insights firm MFour, reveals that in-store retail media is not only well-received by shoppers but measurably impacts buying behavior and brand perception.
The nationally representative study, which surveyed 2,000 U.S. shoppers, underscores the growing effectiveness of digital out-of-home (DOOH) media at various retail touchpoints—from parking lots to checkout lines. Notably, 95% of consumers reported feeling either positive or neutral toward retail media ads, signaling increased openness to branded messaging within the shopping environment.
“We wanted to understand how consumers truly feel about retail media — without prompting or influence,” said Sean Cheyney, Head of Retail Media at Vistar Media. “Connecting with consumers in meaningful ways is a challenge, but in-store retail media, when done right, goes beyond just grabbing attention and can provide true value. It helps shoppers make decisions, discover products and engage with brands in a way that enhances their shopping journey, rather than disrupt it.”
Key findings from the study include:
- 72% of consumers approved of parking lot screens, making them the most effective starting point for brand interaction.
- 68% approved of in-aisle screens, and 64% favored storefront/entrance screens, citing their utility in informing decisions and providing product insights.
- 44% of shoppers reported purchasing because of a retail media ad, and this impact grew in specific placements:
- 58% of those who saw front entrance ads purchased the product immediately
- 31% of in-aisle ad viewers redeemed a coupon or discount code
In addition to immediate purchase behavior, retail media is generating cross-channel engagement:
- 32% of parking lot screen viewers visited the brand’s website
- 19% of in-aisle viewers scanned a QR code or engaged digitally
The ads also leave a lasting impression—71% of respondents said they were more likely to consider a brand after seeing an in-store ad, with in-aisle (78%) and storefront (76%) placements driving the most future purchase consideration.
Importantly, only 4% of shoppers felt the ads detracted from their experience, while many praised their visual appeal (50%), informational value (34%), and entertainment factor (27%).
“The study’s findings highlight the increasing significance of retail media in the shopping journey,” says Cheyney. “Shoppers clearly value ads that inform, engage and entertain them at crucial moments. With strong consumer approval and measurable influence on both in-store purchases and future brand consideration, retail media is proving to be a necessary tool for brands looking to drive direct action and attention with today’s consumers.”
For access to the complete study visit: Retail media & DOOH: The trends shaping the future of in-store advertising.
