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NRF 2026: In-Store Retail Media Networks Are the Next DOOH Growth Engine

NRF is signaling a structural shift: in-store screens are becoming measurable, buyable retail media inventory.

January 5, 2026 6 min read Atlas OOH Editorial
NRF 2026: In-Store Retail Media Networks Are the Next DOOH Growth Engine

In-store screens are no longer “signage”—they’re inventory.

Retail has always had media. It just didn’t look like media. Endcaps, posters, wobblers, aisle signage—those were paid access points sold through trade budgets. Now, NRF 2026 is making one thing clear: digital screens inside stores are becoming a formal retail media network— priced, bought, and measured like advertising inventory.

NRF signal: Programmatic monetization is moving from “pilot” to repeatable workflow—without necessarily disrupting classic shopper marketing budgets.

Why this matters for DOOH in 2026

This isn’t “just retail.” It’s a structural shift in how brands buy the last mile of attention. In-store retail media networks create a bridge between:

  • Off-site demand generation (OOH/DOOH, CTV, social)
  • On-site conversion moments (in-store screens at shelf proximity)

If classic DOOH wins the street, retail DOOH wins the aisle—where intent is strongest.

The new playbook: store surfaces priced on impressions, not inches

The narrative around monetizing screens aligns with a broader shift: digital retail surfaces are increasingly treated like measurable media, not just fixtures.

  • Inventory becomes audience-based
  • Buyers expect reporting standards
  • Networks move toward programmatic pipes
  • Measurement moves closer to incrementality and sales lift

What brands should do now

1) Plan “approach → entrance → aisle” as one media journey

  • City DOOH to drive awareness and search
  • Near-store OOH to drive visitation and timing
  • In-store DOOH to close with reminders, offers, and reinforcement

2) Align creative by funnel stage

In-store is not where you explain your brand story. It’s where you:

  • Reduce choice friction
  • Reinforce trust
  • Trigger purchase

3) Standardize measurement expectations

As retail DOOH grows, buyers will demand consistent definitions and reporting. Shared frameworks keep the market scalable.

The 2026 opportunity: DOOH with a receipt. In-store screens move DOOH closer to measurable outcomes—without forcing the channel to pretend it’s a clickable banner.

Sources

FAQs

Retail DOOH refers to digital screens inside stores treated as media inventory—planned, bought, and measured like advertising, close to the shelf where intent is strongest.
NRF is reinforcing a shift: in-store screens are being monetized with modern workflows, including programmatic buying and standardized measurement expectations.
Plan a single journey: approach → entrance → aisle. City DOOH builds demand; near-store supports visitation; in-store closes with reminders, offers, and trust cues.
Short, legible, product-first creative that reduces choice friction, reinforces trust, and triggers purchase—this is not the place for long storytelling.
Align on common definitions and reporting frameworks (e.g., exposure and outcome study language). Shared standards prevent confusion and speed up buying.

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