A digital signage screen showing Chobani’s latest campaign lights up the dairy aisle. A shopper pauses. She wasn’t planning to grab yogurt—but now, it’s in her cart. That’s the power of in-store retail media networks.
Retail media isn’t just for websites or mobile apps anymore. Forward-thinking retailers are turning their own real estate—store shelves, entrance screens, checkout zones—into premium ad space. It’s not about renting someone else’s audience. It’s about monetizing your own channels, starting with your retailer’s website and ending at the physical point of sale.
And it’s paying off. Global spend on these platforms is projected to hit $150 billion by 2026. While Amazon Ads, Target Roundel, and Walmart Connect dominate headlines, mid-market players are quietly catching up, thanks to smarter signage strategies, stronger loyalty data, and affordable retail media software.
But here’s the catch: plenty of RMNs flop. Fancy screens, no clear ROI. Good data, bad execution. Let’s fix that.
What Are Retail Media Networks (RMNs)?
Think of it as a retailer-run ad engine. A retail media network (RMN) delivers targeted ads across:
Your website: Think banner placements, sponsored listings, and paid search
Your app: Dynamic product suggestions and personalized deals
Your store: Digital displays that influence decisions where they matter most—right next to the product
It’s not just about reach, it’s about timing. RMNs thrive on first-party data. You already know what your shoppers buy, browse, and ignore. That insight fuels better ad targeting and makes every placement more valuable, to you and to advertisers.
Why Should You Care About Retail Media Networks?
Retailers love RMNs for one big reason: new revenue. But the real benefits of retail media run deeper:
Retailers
- Turn existing infrastructure into ad inventory
- Gain better shopper insights through campaign performance
- Compete with Google, Meta, and Amazon—on your own terms
Brands
- Reach high-intent audiences right at the shelf
- Get cleaner attribution via retailer data
- Run creative formats: video, interactive displays, sponsored content
Shoppers
- See more relevant offers
- Get loyalty-driven rewards in real time
- Enjoy smoother transitions between digital and physical
Digital Signage: The MVP of Retail Media Networks
In-store digital signage is often treated as an afterthought. But when it’s done right, it’s the MVP of your in-store experience.
Here’s what strong signage strategy looks like:
- Places screens in the right context: near relevant products, not just blank walls
- Delivers short, targeted content that matches foot traffic patterns
- Ties into larger campaigns to support unified brand stories
- Captures real engagement data, not just impressions
If your aisles aren’t part of your ad ecosystem, you’re leaving money on the table.
What to Show On Your Screens
Need some creative starters? Here’s what works in retail RMNs:
- Limited-time promos tied to loyalty programs
- QR codes for mobile coupon activation
- Shoppable recipes or bundle offers
- Store-branded seasonal features
- Countdown offers or restock alerts
Mix in utility (wayfinding, announcements) with commerce to drive both shopper value and advertiser ROI.
Need Help Getting Started?
Your Retail Media Network Launch Kit
Here’s your no-BS checklist to get started:
- Nail the Tech
- Start with SoC displays or bulletproof media players
- Use a CMS that understands retail workflows
- Bake analytics in from day one
Top platforms like STRATACACHE, Broadsign, or Creative Realities offer RMN-ready infrastructure. Bonus points if your CMS supports programmatic ad delivery.
- Use the Data You Already Have
- POS for product-level targeting
- Loyalty data for segmentation
- Heatmaps to guide screen placement
- Build the Business Model
- Package screens like premium ad zones: endcaps, checkouts, entrances
- Offer tiered rates, bundles, and seasonality-based promos
- Make it easy for brands to test and scale
- Start Small, Scale Smart
- Pilot in 1–2 stores
- Measure aggressively
- Optimize before you expand
What Retail Media Networks Get Right (and Wrong)
What Works:
✅ Screens placed at eye level, near high-traffic zones
✅ Short, contextually relevant ads
✅ Simple, transparent packages for advertisers
✅ Cross-channel messaging (web + app + store)
What Doesn’t:
❌ Cluttered screen environments
❌ Static content on rotation for weeks
❌ Zero connection between digital and physical touchpoints
❌ No staff training or ad ops process
Fixing Failing Retail Media Networks
Your screens are up. Your ads are live. But results? Meh. Here’s where things usually go wrong:
- Poor screen placement (behind displays, too high, wrong lighting)
- No content refresh strategy
- Lack of ad operations or campaign QA process
- Weak or siloed measurement tools
Quick wins:
- Redesign templates for mobile-sized attention spans
- Audit ad delivery workflows for reliability
- Train store staff to support shopper questions
Measuring RMN Success: KPIs That Actually Matter
Ad revenue is just one part of the story. These KPIs tell the whole truth:
- ROAS: Are brands making money?
- Incremental lift: What new sales came from media, not trade spend?
- Screen engagement: Dwell time, views, interactions
- Cross-channel attribution: Are store ads influencing online behavior?
- Advertiser satisfaction: Are partners sticking around?
Modern RMNs are moving toward closed-loop measurement, tracking the journey from screen view to sale. That’s where the real magic happens.
Balancing Privacy and Personalization
Personalization sells. But privacy violations kill trust.
Here’s how to do it right:
- Use first-party data wisely: Loyalty data is gold—treat it that way
- Ask for consent: Be transparent about data use
- Target by context: Adjacency often matters more than identity
- Group by behavior: Segment shoppers without tracking individuals
- Build for compliance: GDPR, CCPA, and whatever’s next
Build trust into your RMN from day one. You won’t regret it
Common Questions (FAQ)
Can I run an RMN without ecommerce? Yes. A retailer’s website is helpful, but brick-and-mortar data (POS, loyalty, foot traffic) is more important than digital checkout.
Do I need programmatic from the start? No. Start with direct-sold inventory. Add programmatic once you’ve proven screen engagement and set pricing benchmarks.
How should I price my screen placements? Base pricing on location, foot traffic, dwell time, and category demand. Endcaps and checkouts command more than back-aisle screens.
Real Talk: RMNs Are Not a Gold Rush for Everyone
Amazon and Walmart control 84% of retail media ad spend. Everyone else is fighting for the remaining scraps.
That doesn’t mean you can’t win—just that you need to be smarter:
Know your niche and lean into it
Offer unified measurement across touchpoints
Make your data useful, not just big
And don’t be afraid to outsource. Turnkey platforms can help you go live fast without building from scratch.
What’s Next? RMN Trends to Watch
The RMN world is evolving fast. Here’s what to watch:
- Programmatic buying across in-store and online
- AI-powered targeting and content optimization
- Energy-efficient signage that supports sustainability goals
- Privacy-first tech with smart consent models
Retail media isn’t just a trend—it’s becoming infrastructure. And digital signage is the connective tissue.
Top Retail Media Networks to Watch
Several retail media networks stand out for their innovation:
- Walmart Connect: Uses the retailer’s huge scale with in-store, online, and off-site advertising
- Amazon Ads: The pioneer in retail media, offering sponsored products, display ads, and video
- Target Roundel: Combines rich customer data with multi-channel capabilities
- Kroger Precision Marketing: Uses purchase data for highly targeted campaigns
- Home Depot Retail Media+: Focuses on DIY and professional customers
- Instacart Ads: Connects food brands with grocery shoppers in real-time
- Albertsons Media Collective: Specializes in grocery-specific targeting
Final Word: Retail Media Networks Are a Strategy, Not a Shortcut
Retail media networks aren’t plug-and-play. They’re ecosystems. Get the data, screens, content, and measurement right—and you’ll unlock more than new revenue. You’ll build real brand relationships and shopper loyalty.
Need help launching or optimizing your retail media strategy? Let’s talk.
FAQ
What is a retail media network?
A retail media network (RMN) is a system that lets retailers sell ad space across their owned media—like websites, apps, and in-store screens. Brands pay to advertise to shoppers while they’re actively browsing or buying, which makes it one of the most valuable spots in the funnel.
Why are retail media networks suddenly such a big deal?
Because retailers realized they’re sitting on a goldmine of first-party data and screen space. With privacy changes killing third-party cookies, brands are shifting budgets toward retail media networks that offer targeted reach, verified results, and direct access to shoppers at the point of decision.
How do in-store digital signage screens fit into a retail media network?
They’re the physical version of banner ads. In-store screens—when part of an RMN—let brands run targeted, time-sensitive campaigns right where customers are shopping. The best setups connect in-store content with digital campaigns for a seamless, omnichannel experience.
