The biggest players—Amazon, Walmart, Target, and others—are building sophisticated networks that blend digital and physical retail spaces. Out-of-home screens are a powerful extension of this opportunity, enabling brands to influence shoppers in real time, both inside and outside the store, and to create seamless, data-driven campaigns that drive sales and brand loyalty.
What Is Retail Media?
Retail media refers to advertising that targets consumers at or near the point of purchase, leveraging both digital and physical retail environments. It encompasses a wide range of channels, including in-store displays, retailer websites and apps, loyalty programs, and coupons. The core opportunity for brands lies in reaching shoppers when they are most receptive—actively browsing or making purchase decisions—using highly targeted, data-driven campaigns.
Retail media networks (RMNs) are platforms operated by retailers that allow brands to buy advertising across the retailer’s owned channels (e.g., websites, apps, in-store screens) and sometimes off-site channels (e.g., CTV OOH, DOOH). These networks utilize first-party data to offer precise targeting and closed-loop measurement, enabling brands to assess the direct impact of their campaigns on sales.
The Big Players in Retail Media
The retail media landscape is dominated by a few major players, especially in North America:
Retailer/Network | 2024 Ad Revenue (USD) | Market Share/Notes |
Amazon Ads | $56.2 billion | 75% of US retail media market; global leader |
Walmart Connect | $4.4 billion | Fast-growing, expanding into CTV |
Target Roundel | $649 million | On track for $2B in value |
Kroger Precision Marketing | Not broken out, but | Growing media segment |
Instacart, Home Depot, Nordstrom, Carrefour (Europe), eBay, Etsy, Albertsons | Varying revenues | Key players in their niches or regions |
Amazon is the clear leader, capturing the majority of retail media ad spend, but Walmart, Target, and regional players like Carrefour are rapidly building out their networks and capabilities.
Out-of-Home (OOH) Screens Expand the Retail Media Opportunity
Influencing last-mile purchase decisions: CTV OOH screens placed in aisles, at checkout, or near store entrances provide brands with a final, high-impact opportunity to sway shoppers’ choices as they make purchase decisions.
Positive consumer response: Studies show that 96% of shoppers view in-store OOH ads positively or neutrally, making them a welcomed and effective channel compared to traditional digital ads
Sales lift and ROI: Real-world campaigns have demonstrated significant sales lifts (e.g., 13.5% for a battery brand, 17% for an ice cream brand) and strong ROAS when DOOH is integrated into retail media strategies.
Seamless omnichannel integration: CTV OOH can be bought programmatically and synchronized with digital campaigns, enabling retargeting, cross-device attribution, and reinforcing brand messaging throughout the customer journey
Extending reach beyond the store: CTV OOH screens outside retail environments (e.g., billboards, transit, place-based screens) can build brand awareness and guide shoppers to stores, amplifying the effect of in-store campaigns
An Opportunity for Brands
Key advantages for brands include:
Direct access to high-intent shoppers: Brands can engage consumers when they are in “shopping mode,” leading to higher engagement and conversion rates
Precision targeting: Retailers’ first-party data enables brands to deliver personalized, relevant ads based on shopper behavior and purchase history
Closed-loop measurement: Brands can track the impact of their campaigns from awareness to purchase, optimizing spend and proving ROI
Omnichannel reach: Retail media now includes video in-store and off-site channels, allowing brands to maintain consistent messaging and reinforce campaigns across the consumer journey
