The news: In-store digital ads can push consumers to act and encourage exploration of new products.

• 62% of US grocery shoppers have purchased a product immediately after seeing it advertised on an in-store screen, per Grocery TV’s In-Store Shopper Perception Report.
• 37% say in-store ads help them discover products they might not have known about otherwise.

Digital out-of-home (DOOH) ads in apps, at checkout, in the deli, near entrance, and in the pharmacy ranked as the most accepted and positively received zones. Screens on cooler doors and shelves had the most negative reception from shoppers.

Personalized offers based on past purchases are the least preferred content type for in-store digital displays, far below current promotions or product information.

Zooming out: One of in-store digital advertising’s biggest advantages is its proximity to the point of purchase, offering opportunities for high-impact campaigns that influence consumer behavior close to the moment of transaction. And consumers’ openness to ads near checkout and in pharmacy lines offers a chance to capture impulse or last-minute purchases in idle moments.

This combination of opportunities is a boon for consumer packaged goods (CPG), where brand-switching frequently happens in the aisle—95% of shoppers make at least half of their purchase decisions in-store, per Grocery TV.

• Considering more than one-third of shoppers see digital ads as discovery tools, advertisers can use these displays to drive product exploration rather than simply converting planned purchases.
• That makes the channel especially valuable for new product launches, seasonal campaigns, and challenger brands looking to stand out in crowded categories.

Recommendations for retailers: Connect digital ad targeting with in-store media exposure and closed-loop sales measurement to offer advertisers a clearer view of campaign performance. Demonstrating how in-store impressions turn into real sales will strengthen retail media’s value proposition and help justify continued advertiser investment.

Focusing on where shoppers respond most positively to ads can help optimize store layouts—more isn’t always better, and strategically placing DOOH ads can help ensure the experience feels additive and assistive rather than disruptive or forced.

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