How Brands Can Unlock the Full Potential of In-Store Advertising

Jun 3

3 min read

Eye-level view of an aisle featuring promotional displays

In today’s fast-evolving retail landscape, in-store advertising is one of the most impactful ways for brands to influence shoppers at the critical moment which is right at the point of purchase. Unlike traditional advertising, in-store ads engage customers who are physically present and primed to buy. But how can brands truly unlock the potential of in-store advertising and transform it into a major revenue driver?

Here are eight essential strategies brands can use to maximize in-store advertising, supported by industry data and insights.

1. Leverage Shopper Context and Timing

Understanding when and where shoppers are most receptive is key. Studies reveal that >80% of purchase decisions are made in-store, indicating that shoppers often finalize brand choices while physically browsing. By strategically placing ads in relevant aisles or checkout areas and tailoring messages by time of day or shopper flow, brands can increase their chances of influencing decisions. In fact, data from POPAI shows that well-placed in-store advertising can boost sales by as much as 30%. This contextual approach ensures ads aren’t just seen but actually impact buying behaviour.

2. Harness Data-Driven Targeting

Generic ads no longer suffice. Brands using shopper data including foot traffic, POS sales, and loyalty program behaviour to target in-store audiences report significantly better results. Deloitte research highlights that campaigns leveraging such data enjoy a 20% higher conversion rate.

Advanced technologies like AI-powered analytics enable real-time contextualisation, delivering relevant ads based on who’s in the store and their shopping patterns. This not only enhances customer experience but also improves campaign efficiency and ROI.

3. Create Engaging and Interactive Content

Static ads tend to blend into the background. By contrast, video ads with sound on TV screens capture attention more effectively. Nielsen reports that digital in-store ads generate four times higher recall than traditional static signage. Furthermore, multisensory marketing combining visual, audio, and even scent stimuli can increase dwell time and brand retention by up to 70% (Harvard Business Review). This immersive engagement makes shoppers more likely to remember and choose the advertised brand.

4. Optimize with Real-Time Analytics

One of the biggest advantages of digital in-store advertising is measurable, real-time performance tracking. POPAI data indicates campaigns using real-time analytics can achieve up to 25% greater sales lift. By monitoring impressions on screens, dwell time, and correlating these with POS data, brands can adjust creatives and ad placements dynamically to maximize impact, making every advertising dollar count.

5. Partner Closely with Retailers

Retailers hold the key to prime in-store screen placements and shopper access. Retail media networks allow brands to scale campaigns across multiple stores while maintaining precise targeting. These campaigns have been shown to yield 12% higher return on ad spend (ROAS) compared to less targeted approaches.

6. Test, Learn, and Iterate

Continuous experimentation drives improvement. Mars Wrigley’s case study reveals that iterative testing of in-store ads improved incremental sales by 15% over six months. By piloting campaigns in select stores, analyzing results, and refining strategies, brands minimize risk and discover the most effective messaging and screen placements to maximize their impact.

7. Engaging Visuals and Messaging

Creating visually appealing ads is essential. Using bright colors, bold fonts, and high-quality images can draw customers in and create an inviting atmosphere. Simple, clear messaging ensures shoppers quickly understand the offers. Research shows that storytelling can lead to up to a 23% increase in sales conversions because it resonates with customers on a personal level.

Unlock the Power of In-Store Advertising Today!

In-store advertising offers brands an unmatched opportunity to connect with shoppers at a moment of high intent. When brands combine contextual relevance, data-driven targeting, engaging content, analytics, and strong retailer partnerships, they can unlock meaningful sales growth and build lasting brand loyalty.

Ready to harness these insights and transform your retail marketing? Start small, test relentlessly, and scale smartly, the future of retail media is happening right inside the store. Contact us to get started now!