Big retailers are accelerating investments in in-store digital screens, moving beyond pilots to large-scale rollouts in 2026. For retail media networks this shift turns physical stores into high-frequency brand platforms, not just places to push promotions.
Major Retailers Scale In-Store Digital Presence
Kroger Precision Marketing and CVS Media Exchange are among the companies committing to nationwide screen programs next year, deploying screens across thousands of stores and key aisles. Executives say the expansion is not a test anymore but a core media channel with plans for consistent inventory and standardized buying. As Kroger has put it, “these screens are not just for coupons; they are about building brands in the aisle.”
Beyond Promotion: Elevating In-Store Media for Brand Building
Retailers are rethinking content for screens to serve upper-funnel goals. Kroger emphasizes storytelling and brand creative that resonates in the shopping moment, while CVS pairs advertising with utility content such as prescriptions or store wayfinding to maintain relevance. The combination of reach, frequency and proximity to purchase gives brand campaigns a unique in-store halo effect.
Convincing Brands: Overcoming Measurement and Budget Hurdles
Brands remain cautious because proof of incremental impact is still evolving. Advertisers want omnichannel measurement that ties screen exposure to both short-term sales and longer-term brand metrics. That requires unified attribution, panel-based uplift studies or matched customer-level measurement across online and offline touchpoints. Retail media teams must also clarify whether in-store buys come from activation budgets, brand budgets, or a hybrid investment.
Strategic Implications for Retail Media
In-store screens are becoming a permanent part of the omnichannel mix. Retail media leaders should prioritize clear audience signals, content strategies that balance utility and brand messaging, and measurement frameworks that demonstrate both conversion uplift and brand growth. Those who deliver predictable inventory, transparent measurement and creative guidance will capture the largest share of advertiser dollars as screens move from novelty to mainstream.
