Shopping Distraction or Enhancement? Study Shows In-Store DOOH Really Works
Vistar Media, the leading global provider of technology solutions for digital-out-of-home (DOOH) media, partnered with consumer research company MFour to better understand how consumers view retail media ads.
A relatively new frontier for MULO (multi-location) advertisers, these messages target customers from the parking lot through checkout.
But do they impact consumer shopping behavior?
The study indicates that these ever-changing signs significantly impact shopping and brand consideration. Furthermore, consumers say they like them!
The ads drive research, engagement, and purchases when placed in strategic locations. But, like all aspects of MULO, location (and creative) matters.
A whopping 95% of the 2K shoppers surveyed felt either positive or neutral toward the DOOH ads.
Says Sean Cheyney, Head of Retail Media at Vistar Media:
“We wanted to understand how consumers truly feel about retail media — without prompting or influence. 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.”
The study also indicates that visual formats are most effective. The ad journey begins with parking lot screens (which 72% of consumers approve). Shoppers also like in-aisle screens (68%) and storefront/entrance screens (64%). They can guide decisions and provide relevant product information.
But what about actual spend?
The research also found that these ads directly influence purchase decisions: 44% of shoppers said they purchased because of an ad. Engagement was even stronger in specific placements—58% of shoppers who viewed front entrance ads bought the advertised product immediately, and 31% of those who saw in-aisle ads redeemed a coupon or discount code.
Retail media is also driving cross-channel engagement. Among those exposed to parking lot ads, 32% visited the brand’s website, and 19% of in-aisle viewers interacted with QR codes or digital links. The influence continues beyond the moment of exposure: 71% of consumers said they were more likely to consider a brand they saw advertised, with in-aisle (78%) and storefront (76%) ads being the most effective at driving future purchase consideration.
As MULO brand marketers grapple with the challenges of attribution tracking, studies like this Vistar report can help them make key spending decisions and better understand what media drives awareness and purchase today.
For more about attribution, DOOH, and other media alternatives, please join us at Street Fight LIVE 2025 on September 30th.
