In-store advertising has always been integral to the retail experience, yet misconceptions about its effectiveness persist. Let’s set the record straight by busting some common myths and highlighting the truth behind digital in-store media.

Myth 1: It isn’t easy to measure the effectiveness of in-store advertising. 

Many believe in-store advertising is challenging to track, measure, and optimize – but this is far from the truth. By collaborating with strategic partners like Pathformance, advertisers can overcome inconsistent measurement methods by enabling accurate measurement of the incremental impact of in-store campaigns.

Leveraging key partners, advertisers are empowered to make data-informed decisions  by analyzing a wide range of key metrics, including:

• Pre-sales insights
• iROAS
• Sales lift
• Mid-campaign optimization

This approach builds on traditional matched-market testing methods that marketers have relied on for decades while incorporating real-time data for more actionable insights. These advancements have made in-store advertising more attributable and, ultimately, more efficient.

Myth 2: Retail media only includes onsite and offsite tactics.

While most brand leaders recognize the importance of capturing demand through onsite ads and extending those campaigns through offsite media to maximize reach, in-store is a vital component of the marketing equation. The real opportunity lies in physical stores—where 84% of sales transactions occur. Consumers browsing in-store are incredibly receptive to brand messaging, making it the ideal place for product discovery and purchase decisions.

The retail media boom may have started with the activation of onsite and offsite campaigns, but the next evolution is a connected and impactful multi-channel approach including digital in-store advertising. Brick-and-mortar stores offer active shoppers the most contextually relevant environment, allowing brands to engage customers in real-time, driving awareness and conversion. Digital in-store advertising is the essential third leg of the retail media stool.

Imagine a busy mother of three scrolling through a grocery retailer’s app and seeing a sponsored “grab and go” dinner she recognizes but hasn’t considered. Later, she drives past a billboard ad for the same product aimed at parents commuting to work, reinforcing the brand’s presence. After work, she stops by the store, where an in-store display and audio ad highlight the product’s convenience and variety at the critical moment—right at the point of purchase. How quickly do you think she put that product in her cart?

Myth 3: In-store can only be utilized for bottom-of-funnel advertising.

In-store media is often viewed as a bottom-of-the-funnel tactic to influence purchase decisions and convert shoppers into loyal customers. However, its true power lies in its ability to transform shoppers at every stage of the journey. Unlike the cluttered digital space, in-store audio reaches a highly captive audience and can be strategically targeted based on location, time of day, and specific shopping behaviors.

In-store advertising doesn’t just increase sales—it shapes customer preferences, drives awareness for new products, reinforces brand messaging, and guides purchase decisions in real-time. Whether it’s a national campaign across thousands of stores or a hyper-localized message tailored to a specific region, the impact of in-store audio is enduring, reaching far beyond just the final purchase.

Here are a few real-life examples of how brands have successfully leveraged in-store advertising to educate, engage, and influence shoppers right at the point of purchase: 

1. A multinational CPG company effectively utilized in-store audio to amplify its Zero Hunger, Zero Waste campaign, highlighting its sustainability efforts. This strategy increased brand awareness and drove a notable uptick in in-store sales.
2. An iconic cereal and breakfast brand tapped into the power of in-store advertising to showcase newly released product flavors. The campaign successfully boosted product awareness and significantly encouraged in-store purchases.
3. A top pet food brand strategically used in-store audio to highlight its premium holiday treats, enhancing brand recognition and influencing pet owners’ purchase decisions at the shelf.
4. A popular fresh, frozen, and refrigerated chicken brand implemented in-store audio to promote its microwavable chicken products. The campaign helped drive increased foot traffic and positively impacted in-store sales during the promotion period.

Final Thoughts

In-store advertising is a dynamic, measurable, and versatile tool that can influence consumers throughout the entire sales funnel. Combined with a well-rounded omnichannel strategy, it can significantly boost customer engagement and sales outcomes. So, the next time someone tells you that in-store advertising is challenging to measure or not essential to advertisers, you’ll know better!

Getting Started With Vibenomics

Vibenomics is a leading in-store advertising provider, reaching over 170 million unique shoppers and 1 billion shopping visits monthly. Our platform enables brands to deliver impactful audio, display, and experiential ads to engage consumers in real time. 

Ready to elevate your retail media strategy with in-store audio? Click here to engage with Vibenomics today!