Introduction: A New Channel for Scale

Non-endemic advertising refers to brands promoting offerings not sold in the store where the ad appears. Think of wireless carriers, streaming platforms, health and wellness services, or financial products being advertised in a grocery store.

Traditionally, these brands leaned on TV, radio, billboards, and digital to build awareness. But those channels are increasingly cluttered, expensive, and fragmented. Now, a growing number of advertisers, including CPG marketers, are turning to in-store audio and display to break through.

In-store advertising isn’t just shelf-level signage anymore: it’s a national-scale awareness channel hiding in plain sight. For example, Vibenomics operates an in-store audio network that reaches 170 million unique shoppers every month, more than any single broadcast network. That’s over twice the monthly audience of the Super Bowl!

Why In-Store Media Works, Even for Non-Endemic Brands

Retail environments are full of high-intent, focused consumers. Shoppers are present, purposeful, and open to influence. It’s this attention-rich atmosphere that makes in-store media effective, even when promoting brands not sold in-store.

In a recent Vibenomics x Suzy study:

• 46% of consumers said they’re receptive to advertising while shopping.
• 29% of consumers said they’re likely or very likely to seek out more information on the advertised brand, product, or service.

And consumers are surprisingly open to a diverse mix of categories being advertised while they shop:

• 30% said they welcome ads for health and wellness.
• 29% for entertainment.
• 27% for streaming services.
• 27% for technology and electronics.

This suggests a halo effect for non-endemic brands and a cross-category opportunity for endemic brands to align with relevant adjacencies.

Audio Advertising: Passive, Yet Powerful

One of the biggest strengths of in-store audio is that it doesn’t require direct attention. It reaches consumers seamlessly as they shop, during those critical decision-making moments.

But passive doesn’t mean forgettable. Quite the opposite. Shoppers say the following characteristics grab their attention most in an in-store ad:

• 74%: Offers a discount or promotion
• 52%: Speaks directly to their interests or needs
• 50%: Is creative and noticeable

These findings reflect what marketers already know: the right message, in the right moment, works, even if the product or service isn’t in the store.

Example: A leading streaming platform ran an in-store audio campaign, targeting weekend grocery shoppers with a call to action to sign up for a free month-long trial. The ad’s creative mentioned a promotion, which caught the consumers’ attention, influencing them to try out the streaming platform when they got home from the store.

Display Advertising: Visual Reinforcement That Amplifies Impact

While in-store audio is powerful on its own, adding digital displays multiplies the effect. Visually engaging screens placed at key touchpoints serve as high-impact reminders, reinforcing audio messaging at eye level. When combined, the result is a multi-sensory experience that sticks with shoppers.

Example: A top nationwide health and wellness gym utilized in-store audio to promote a new workout app they created. The ad creative consisted of hype music and an inviting voice persuading shoppers to download the app, while digital displays showed a glimpse into the workout app with a fitness instructor doing burpees. This caught the consumers’ attention, influencing them to try out the workout app when they got home from the store. 

The Takeaway 

In-store media is no longer just for CPG brands. For non-endemic advertisers, it’s a scalable, data-backed way to drive brand awareness, lift, and ROI, right where shoppers are most focused.

By combining in-store audio and display, brands, endemic and non-endemic alike, can break through the noise of traditional media and connect with consumers in a real-world setting that inspires trust and attention.

Ready to turn aisles into awareness? The opportunity is already in-store.

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.

Source: Vibenomics Non-Endemic Brand In-Store Advertising Shopping Behaviors, June 2025 n=1,000