210-610-5012
Call now210-610-5012 Get a free quote
Call now210-610-5012

Blog

Retailers like Kroger and CVS plan many more screens

Retailers are turning in-store screens into true media inventory—packaged, scaled, and measured like modern DOOH.

January 6, 2026 4 min read Atlas OOH Editorial
Retailers like Kroger and CVS plan many more screens
Categories: Retail DOOH • Media Trends • Measurement
Quick take: Kroger and CVS are scaling in-store screen networks in 2026—moving from pilots to true, sellable retail media inventory inside the aisle. (Source: Modern Retail)

In-store screens are becoming a standard media line item

In 2026, retailers are treating in-store digital screens less like “store signage” and more like structured ad inventory—with consistent placement, standardized buying conversations, and bigger rollouts.

Modern Retail reports that Kroger and CVS are planning to install more screens across more stores to support advertising and brand content, signaling a step-change from limited experiments to scaled programs.

This matters because in-store is where awareness can turn into purchase—fast. Unlike classic OOH on highways or city streets, in-store screens operate at the moment of decision, with shoppers already in a buying mindset.

Why brands should care (especially OOH/DOOH buyers)

This shift expands the definition of DOOH. “Retail DOOH” is now part of the same conversation as:

  • Street-level DOOH (reach + discovery)
  • Near-store OOH (consideration + visitation)
  • In-store screens (conversion proximity)

For planners, that means the media journey is becoming street → store → shelf, with screens at every step.

What to watch in 2026

  • Inventory quality: where screens live (endcaps vs aisles vs checkout)
  • Standardization: consistent specs, availability, packaging
  • Measurement: lift studies, incrementality, and outcomes vs pure exposure reporting
Planning takeaway: Treat in-store screens as conversion-adjacent inventory. That means stricter requirements on placement, packaging, and measurement—because the channel is claiming to influence decisions at the shelf.

Plan your OOH campaign

Get recommendations for markets, formats and availability based on your campaign goals.

Request a media plan

Sources

FAQs

Retailers are treating screens as structured ad inventory rather than signage—supporting monetization via consistent placement, repeatable buying conversations, and scaled rollouts across more stores.
Retail DOOH extends the journey from street → store → shelf: street-level DOOH builds discovery, near-store OOH supports visitation, and in-store screens reinforce the message at the decision moment.
Ask where the screens live—endcaps, aisles, checkout, pharmacy queue—because placement determines attention context, dwell time, and how close the message is to the product decision.
Standardization includes consistent specs, clear availability, reliable packaging, and predictable workflows—so the channel becomes easier to buy and compare across retailers and markets.
Beyond exposure reporting, buyers are pushing for lift studies, incrementality testing, and outcome-oriented metrics—especially when in-store media is positioned as conversion-adjacent inventory.

Comments

Share your take. Keep it constructive and specific.

0 comments
No comments yet. Be the first to share your perspective.

Planning retail DOOH for 2026?

Atlas OOH can help you map street → store → shelf journeys and define measurement that buyers and retail networks can align on.

Let’s talk

Tell us about your next campaign.

Share your objectives and target markets, and our team will respond with a tailored OOH media plan.

Request a U.S. OOH media plan

Fill out the form and our team will get back to you with formats, pricing and availability.

Why Partner With Atlas OOH?

Planning an outdoor advertising campaign can be complex, especially when coordinating multiple markets, vendors, and formats across the United States. Atlas OOH simplifies this process by serving as your single point of contact. From hyper-local billboard placements in specific towns to nationwide transit domination strategies, our team brings data-driven insights and deep industry relationships to the table.

When you submit your campaign brief, our media planners immediately begin analyzing market availability, target audience movement, and historical pricing to build a custom OOH strategy tailored to your budget and KPIs. We leverage advanced reporting and transparent pricing so you always know exactly what you are paying for. Reach out today to start planning your next high-impact outdoor marketing initiative.

From the blog

Recent OOH insights