The Convergence of Retail Media and Retail OOH

The boundaries between Retail Media and Retail OOH are increasingly blurring. According to IAB EU, Retail Media advertising spend in Europe is projected to reach €31 billion by 2028, with a 22% growth in 2023 alone—far outpacing the overall ad market’s 6% rise. While Retail Media has always played a role in shopper marketing, its influence is expanding as customer data grows and retailers refine their media solutions.

As this growth continues, OOH (Out-of-Home advertising) is emerging as the ideal partner—extending reach beyond in-store, reinforcing brand messaging in the physical world, and ensuring shoppers stay engaged throughout their purchasing journey.

What’s Driving the Retail Media Conversation?

1. First-Party Data and Targeting Precision

With 85% of all U.S. retail sales still occurring in physical stores, Retail Media has become a crucial tool for brands to reach consumers at key decision-making moments. The ability to leverage first-party data from loyalty programs, such as Clubcard, allows advertisers to target shoppers with precision and measure campaign impact through closed-loop reporting.

2. Effectiveness in Driving Sales

Retail Media is a highly effective channel. 61% of 16-34-year-olds report being more likely to spend in-store than online, making Retail Media & OOH highly influential in their shopping behaviors. Additionally, 59% of shoppers are likely to purchase an item after seeing an OOH ad within 30 minutes of entering a store (Global’s Work.Shop.Play study).

3. Rapid Growth and Industry Adoption

Retail Media is among the fastest-growing ad channels. Group M’s Media Outlook study found that Retail Media accounted for 14% of global advertising spend, doubling its share since 2018. It is now the third-fastest-growing advertising channel globally and is projected to surpass TV ad spend by 2028.

As Retail Media expands, its influence is spilling into OOH, reinforcing the need for a connected media plan that aligns both channels for maximum impact.

The Shopper’s Purchasing Journey: A Full-Funnel Approach

Omnichannel Strategies for Greater Impact

Retail marketing in 2025 revolves around concepts like Full Funnel, Omnichannel, Connected Media Plans. The consumer path to purchase is more complex than ever, with retail spaces transforming from shopping hubs to experiential destinations.

OOH plays a pivotal role in shopper marketing, priming consumers before they enter the store, reinforcing brand messages, and ensuring a seamless journey from awareness to purchase.

1. Priming Consumers: Out-of-Store Awareness

OOH serves as a proven priming tool, keeping brands top of mind when it matters most. Studies show:

• 68% of consumers recall OOH ads while out and about.

• 39% drive daily, 33% visit shopping malls 1-3 times a week, and 34% go to retail stores monthly.

• 54% of in-store visits can be attributed to prior OOH exposure.

By strategically placing OOH ads along high-traffic routes, brands can drive early awareness and influence shopping decisions before consumers even step inside a store.

2. Persuading Consumers: Near-Store Influence

As consumers get closer to the point of purchase, OOH becomes an essential last-minute touchpoint:

• 71% of shoppers notice OOH ads near retail locations.

• 48% of Irish consumers engage with retail OOH formats, with key shoppers being 12 times more likely to take action.

• 33% of consumers are more likely to purchase after seeing a retail DOOH ad.

However, not all retail environments are the same. With 45% of daily trips dedicated to shopping, 63% of consumers making shopping lists, and 56% opting for store brands, brands must tailor their OOH strategies accordingly.

Smart targeting and dynamic ad solutions play a critical role. Leveraging first-party data, programmatic OOH, and real-time updates based on factors like weather, location, and time of day ensures that ads remain relevant and impactful.

3. Convincing Consumers: In-Store Conversions

Once inside, Retail Media and in-store OOH serve as the final push to drive conversions:

• 75% of shoppers engage with retail media.

• 42% say in-store ads influence their purchase decisions.

• 21% visit supermarkets 4-6 times weekly, while 37% frequent convenience stores 1-3 times weekly.

• Shopping habits differ by demographic—65+ consumers shop during the day, whereas 25-34-year-olds shop in the evening.

By integrating Retail Media screens, end-of-aisle activations, and high-impact creative, brands can keep products top of mind at the moment of purchase.

The Future of Shopper Marketing: Retail Media + OOH

At Talon, we understand the evolving retail landscape and its connection to shopper behavior. To succeed, brands must adopt a multi-touchpoint strategy that merges Retail Media and OOH, ensuring a seamless experience across the entire consumer journey.

By working together, Retail Media & OOH create a powerful full-funnel strategy, delivering: ✅ Brand awareness before the shopping trip ✅ Increased consideration near the store ✅ Higher conversions at the point of purchase

Brands that align these channels today will gain a competitive edge, positioning themselves for success in the future of shopper marketing.