Retail media works — and the effect can be measured. A Cyreen study published in the Journal of Marketing shows that digital in-store advertising raises purchase probability by 8.1 per cent, and is particularly effective for spontaneous, emotional products.
Further findings from the study:
- 87% of campaigns show a measurable impact.
- +50% higher advertising elasticity compared with classic brand advertising.
- Additional sales rather than merely shifted purchases.
Brands without shelf space of their own also use in-store screens for awareness, branding and recall — right where attention is at its highest. Our conclusion: retail display media combines sell-out with branding — a must-have in the media mix.