In-store digital media has revolutionized the way retailers market their products and services. By leveraging existing digital signage infrastructure for third-party advertising, retailers can unlock new revenue streams and maximize the value of their display networks.
This approach not only enhances customer engagement but also provides brands with an innovative way to connect with their target audiences. This also supports the growing need for omnichannel retail advertising that bridges physical and digital environments.
As we look ahead, building a successful retail media network (RMN) strategy is essential for retailers seeking to stay competitive in an increasingly data-driven landscape.
This blog will walk you through the steps required to develop a robust RMN strategy and explore the tools needed to optimize your advertising efforts effectively. You’ll also discover how to monetize digital signage in retail as part of a scalable revenue strategy.
Understanding Retail Media Networks
A retail media network (RMN) is a system where retailers use their in-store digital signage to deliver targeted advertisements and branded content to shoppers.
These networks allow retailers to monetize their existing digital infrastructure while providing brands with a direct channel to influence customer purchasing decisions in real time.
By offering ad space on digital displays throughout their stores, retailers can capitalize on their high-traffic environments to promote relevant products and services.
Brands benefit from increased exposure and the ability to deliver context-driven ads that resonate with shoppers. This is a core advantage of digital signage for third-party advertising in retail, where real-time messaging aligns with shopper behavior.
Retailers seeking to launch or scale these initiatives can explore comprehensive retail media network solutions that provide the infrastructure and analytics to succeed.
Monetizing Signage: New Revenue Streams
Retailers can unlock significant new revenue streams by leveraging their in-store digital signage for third-party advertising.
Digital displays, which once served purely as menu boards or promotional tools, can now be transformed into dynamic advertising platforms that generate incremental income.
Retailers working with partners like PRN gain access to national ad sales support, campaign execution, and measurement services — further accelerating their in-store media monetization efforts. This shift illustrates exactly how to monetize digital signage in retail – transitioning from static messaging to dynamic, ad-driven engagement.
Benefits for Brands and Retailers
- For Brands: RMNs provide a direct pathway to engage with target audiences at the point of purchase. By delivering contextually relevant content, brands can improve ad recall, drive conversions and enhance customer loyalty. These benefits are amplified when paired with retail media strategy frameworks that align brand objectives with shopper moments.
- For Retailers: RMNs create opportunities for monetization while improving the customer experience. Retailers can offer ad space to brands, generating additional revenue while delivering dynamic and engaging content to shoppers. Retailers who use in-store media as part of a broader retail media network strategy consistently report improved performance outcomes.
How Effective is a Retail Media Network Strategy?
A well-executed retail media network strategy offers a powerful way for retailers to maximize the potential of their digital signage while better serving their customers. The effectiveness of an RMN strategy lies in its ability to leverage real-time data, targeted content and advanced analytics to optimize ad performance and improve engagement.
Key Advantages of an RMN Strategy
- Leverage Existing Infrastructure: Utilize current digital signage systems for advertising without incurring additional costs.
- Data-Driven Advertising: Use insights from customer interactions and digital signage data to deliver personalized, relevant ads.
- Higher Engagement and Ad Recall: Context-driven ads placed strategically throughout the store lead to a 41% increase in spontaneous recall and a 70% increase in prompted recall when placed in stores*, driving increased engagement and conversion.
- Real-Time Performance Analytics: Gain access to real-time analytics that measure ad performance, viewership and customer engagement viewership and customer engagement, delivered through advanced digital signage analytics platforms.
The Growth of Retail Media Networks
According to eMarketer, the retail media industry is expected to surpass $50 billion in 2025, with leading retailers experiencing 2-3x returns on ad revenue* compared to traditional advertising methods. As more retailers embrace RMNs, the industry is poised for exponential growth, offering unprecedented opportunities for retailers and brands alike.
These figures emphasize the urgency for retailers to implement a data-led retail media strategy to maximize revenue and brand value.
Implementing a Retail Media Network Strategy
To establish a successful retail media network, retailers must carefully plan and execute a strategic roadmap. Below is a step-by-step guide to building an effective RMN strategy:
Step 1: Identify Platforms and Tools Needed
- Content Management System (CMS): Choose a robust CMS to schedule, manage and update dynamic content across digital signage networks. Solutions from Scala — a STRATACACHE company — provide the CMS foundation many retailers use to manage large-scale in-store networks with dynamic, brand-safe content.
- Digital Signage Technology: Invest in high-quality commercial-grade digital displays and media players that support seamless content delivery.
- Retail Media Platforms: Integrate platforms for advanced targeting, data collection and closed-loop attribution to measure ad effectiveness. End-to-end providers like STRATACACHE offer scalable infrastructure that combines CMS, media players, analytics and ad delivery into one unified solution.
Each of these tools plays a vital role in building an effective, scalable retail media network strategy.
Step 2: Prepare Ad Materials and Content
- Design Engaging Ad Material: Create visually appealing, high-impact ad content for brands that is optimized for digital signage and can be easily adapted to fit various advertising needs.
- Utilize In-Store Content: Leverage programmatic ads sold through automated systems and algorithms for promotions, brand collaborations and seasonal campaigns to create cohesive messaging that resonates with shoppers. Solutions from providers like PRN help retailers manage creative approvals, ad trafficking, and cross-brand messaging at scale.
These practices also reflect the benefits of digital signage for retail advertising, where impactful visuals meet contextual relevance.
Step 3: Measure Effectiveness and Impressions
- Implement Analytics Tools: Use platforms like Walkbase to track ad performance, monitor impressions and evaluate engagement rates.
- Define Key Performance Indicators (KPIs): Establish KPIs such as conversion rates, impressions, engagement and ROI to measure the success of your retail media network.
Step 4: Monitor Current Market Trends
- Growth of Retail Media Networks: The retail media market is expanding rapidly, with major retailers integrating third-party advertising into their signage networks.
- Leading Businesses in Retail Media: Industry leaders such as Walmart, Target and Best Buy are pioneers in the retail media space, generating significant revenue by offering ad space to brands.
Step 5: Set Goals for Your Media Network
- Define Clear Objectives: Establish measurable goals, such as increasing ad revenue, enhancing brand partnerships and improving customer engagement.
- Aim for Scalability: Design your retail media network with scalability in mind to allow for seamless expansion as your business grows.
Unlock New Revenue Potential with Retail Media Networks
Retail media networks present an immense growth opportunity for retailers as we move beyond 2025. By leveraging digital signage for third-party advertising, retailers can unlock new revenue streams, enhance customer experiences and build stronger brand partnerships.
With the right tools, platforms and strategy in place, retailers can maximize the value of their existing digital signage infrastructure while capitalizing on the explosive growth of the retail media industry.
As the retail media landscape continues to evolve, adopting a comprehensive strategy that blends technology, data and creativity will be essential for retailers looking to optimize their media networks and stay ahead of the competition.
Learn more about how STRATACACHE can help you build your RMN strategy.