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)
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.
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.
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