As in-store retail media networks scale and evolve, the line between digital out-of-home (DOOH) and in-store media is becoming increasingly blurred. In this timely panel from What’s In Store for Retail Media Networks, experts from both sides of the media buying and selling equation come together to unpack where the two channels converge—and where they diverge.
The discussion explores key questions: When is a screen considered in-store retail media versus DOOH? Are the differences in context, targeting, data, and measurement meaningful enough to treat them as separate channels? And more importantly, are those differences being reflected in how media is being bought, sold, and evaluated?
Panelists delve into how suppliers define their offerings in a competitive and rapidly changing marketplace, and how agencies are adapting their strategies to work effectively with both DOOH and in-store retail media. From creative and placement considerations to data usage and campaign attribution, this session provides clarity on a topic that continues to spark debate—and offers practical guidance for navigating the evolving media landscape.
Speakers:
Katrina Smart – VP Digital Commerce, Europe, Mars United Commerce
Yara El Saadani – EMEA Commerce Strategy Director, GroupM
Colin Horan – Strategic Partner, FMCG, Clear Channel