Unlocking Retail Success in 2025 with Indoor DOOH Advertising and Retail Media Networks

Unlocking Retail Success in 2025 with Indoor DOOH Advertising and Retail Media Networks

The retail landscape is constantly evolving, and 2025 is no exception. As e-commerce continues to grow, brick-and-mortar stores still hold a significant portion of the market, contributing to 83.7% of retail sales (Statista, 2024). So, how can brands effectively engage consumers right where those purchasing decisions are made - inside the store?

Two transformative trends are emerging: Indoor Digital Out-of-Home (DOOH) Advertising and Retail Media Networks (RMNs). These innovative strategies are reshaping how brands and retailers connect with their customers.

The Evolution of Indoor DOOH Advertising

Indoor DOOH advertising leverages digital screens in high-traffic areas such as shopping malls, grocery stores, and restaurants to deliver targeted and impactful messages. And it's on the rise: Statista projects that the global DOOH market will reach $45 billion by 2025, with indoor networks playing a key role in this growth.

Why Indoor DOOH and Retail Media Networks Are Game-Changers

1. Capturing Attention at Key Moments Indoor DOOH ads are strategically placed near checkout counters or product aisles, influencing buying decisions at critical touchpoints. Similarly, retail media networks position ads in e-commerce settings where consumers are actively researching or making purchase decisions. According to The Wise Marketer  (2024), 67% of consumers are more likely to make impulse purchases when exposed to digital in-store ads.

2. Empowering Brands Through Visibility Retail media networks offer brands prominent ad placements on digital shelves, ensuring their promotions resonate with consumers. By delivering ads at the right moment, brands can boost visibility and create meaningful connections.

3. Leveraging First-Party Data for Precision Targeting Both indoor DOOH and retail media networks harness first-party data to refine ad campaigns. Retailers use insights such as foot traffic patterns and shopping behaviors to deliver hyper-targeted messages. Grocery Doppio’s research highlights that 71% of grocery retailers are actively exploring media monetization as a vital revenue stream.

4. Enhancing Engagement and Recall Rates Dynamic and visually engaging content in indoor DOOH ads captures consumer attention, with digital ads commanding 2.5 times more attention than traditional print ads. Retail media networks similarly ensure high engagement through personalized and relevant promotions, fostering stronger connections with consumers.

5. Driving Measurable ROI and Sales Growth Retail media networks allow for seamless tracking of ad impressions and sales, helping brands accurately measure their return on investment. For example, 88% of CPG firms emphasize the importance of precise ROI measurements, leveraging first-party data to optimize ad strategies.

6. Strengthening Retailer-Brand Alliances By investing in their own RMNs, retailers gain control over ad inventory and placement, fostering direct communication and collaboration with brands. This strategic alignment creates a cohesive advertising ecosystem that benefits all stakeholders.

7. Unlocking New Revenue Streams Retailers can capitalize on their media inventory by collaborating with both endemic advertisers—brands that align with the store’s environment—and non-endemic advertisers looking to reach broader audiences. This strategy diversifies income, reduces risks, and maximizes asset utilization, enabling retailers to fund internal projects and boost profitability. Additionally, advanced programmatic bidding for digital signage allows retailers to deliver highly targeted, dynamic ads, further enhancing revenue potential.

How Technology is Disrupting In-Store Experiences

The spotlight in 2025 is on crafting seamless omnichannel experiences that blend the best of digital and physical retail. Advances in technology have made in-store interactions more engaging and efficient:

• Real-time Data Analytics: Monitor customer behavior and preferences, enabling quick adjustments to in-store promotions and product placements.
• Dynamic Content Delivery: Responsive digital displays update in real-time to showcase personalized offers and relevant content.
• Dwell Time Analysis: Identify high- and low-traffic areas to optimize store layouts and improve customer engagement.
• Unified Data Sources: Integrate real-time data streams into a unified tech stack for streamlined inventory management and enhanced customer satisfaction.

These innovations not only streamline operations but also give retailers a competitive edge, helping them adapt to changing trends and consumer preferences.

Case Study: Affordable Buying Group Boosts Retail Success with Dolphin Screens

Introduction

The Affordable Buying Group (ABG), a coalition of independent retailers, aimed to enhance customer engagement, promote high-margin products, and support local businesses. By integrating Dolphin Screens into member stores, ABG achieved these objectives efficiently.

Challenges

• Traditional methods were ineffective in highlighting premium items.
• Local businesses lacked effective platforms for community promotion.
• Printed marketing materials were time-consuming to update and often failed to capture customer attention.

Solutions Implemented

• Dolphin Screens showcased high-margin products through engaging visuals and timely offers, encouraging impulse purchases.
• Screens provided a platform for neighboring businesses to advertise, fostering community support.
• Customers accessed product information, reviews, and promotional deals through interactive screens, enhancing their shopping experience.

Benefits Realized

• Dynamic displays led to a notable increase in premium product sales, boosting overall profitability.
• Local businesses experienced increased visibility and customer traffic through in-store advertisements.
• 15% Sales Growth: Targeted promotions increased sales within three months.
• Digital content management streamlined the process of updating promotions, reducing labor costs and errors associated with traditional methods.

Conclusion

Implementing Dolphin Screens enabled ABG member stores to effectively promote high-margin products, support local businesses, and enhance the overall shopping experience. This strategic move increased sales and strengthened community ties and operational efficiency.

The Time to Embrace Change is Now

Indoor Digital Out-of-Home (DOOH) advertising and retail media networks are proven strategies for driving sales, enhancing brand visibility, and elevating customer experiences. Dolphin Digital OOH Media exemplifies this success, operating over 3,500 screens across 90 major U.S. markets and delivering over 2 billion impressions monthly.

As we navigate 2025, these innovative solutions equip brands and retailers to thrive in a competitive landscape. Partner with Dolphin Digital OOH Media today to unlock cutting-edge solutions that drive measurable success in the evolving world of retail.

References:

1.  Global Industry Analysts, Inc. (2022, March 28). Global Digital OOH Market to Reach $27 Billion by 2025. PR Newswire. https://www.prnewswire.com/news-releases/global-digital-ooh-market-to-reach-27-billion-by-2025-301510686.html
2. Feger, A. (2024b, March 11). 5 charts on the importance of physical retail and improving the in-store experience. EMARKETER. https://www.emarketer.com/content/5-charts-on-importance-of-physical-retail-improving-in-store-experience
3. Delrow, C. (2024, September 26). Why in-store retail media is exploding — and what retailers and CPG marketers need to know. Quad. https://www.quad.com/resources/blog/why-in-store-retail-media-is-exploding
4. Mason, Q. (2024, October 21). Why in-store media is essential for forward-thinking retail media strategies. Broadsign. https://broadsign.com/blog/why-in-store-media-is-essential-for-forward-thinking-retail-media-strategies/?form=MG0AV3
5. Statista. (2024, September 19). Retail sales channel share in the United States 2022-2028. https://www.statista.com/statistics/829220/share-of-retail-sales-by-channel-us/ 
6. Yu, C. (2024, November 14). Digital out-of-home advertising: a quick guide | illumin. illumin. https://illumin.com/insights/blog/digital-out-of-home-guide/ 
7. State of Digital Grocery: The Media Monetization Opportunity. (n.d.). Grocery Doppio. https://www.grocerydoppio.com/research-report/state-of-digital-grocery-the-media-monetization-opportunity 
8. Staff, W. M. (2024, February 1). Retail media taps U.S. ‘impulse spend’ economy: 67% of shoppers make unplanned purchases after seeing product ads in-store, ADvendio’s research shows - The Wise Marketer. The Wise Marketer. https://thewisemarketer.com/retail-media-taps-u-s-impulse-spend-economy-67-of-shoppers-make-unplanned-purchases-after-seeing-product-ads-in-store-advendios-research-shows/