Survey Finds Shoppers Actually Appreciate Retail Advertising

Retail media ads are increasingly shaping the shopping experience — and consumers seem to approve, according to a new study.

The new report from Vistar Media, a provider of technology solutions for out-of-home (OOH) media, and consumer research firm MFour, found that retail-focused ads placed in strategic locations such as parking lots and store aisles are not only widely accepted but are also driving purchase decisions and brand consideration.

The study surveyed 2,000 nationally representative U.S. shoppers to gauge their perceptions and reactions to digital out-of-home (DOOH) retail media. The results show that 95% of shoppers reported feeling either positive or neutral toward retail media ads — a signal that these ads are viewed as part of the shopping journey rather than an unwanted intrusion.

“Connecting with consumers in meaningful ways is a challenge, but in-store retail media, when done right, goes beyond just grabbing attention and can provide true value,” said Sean Cheyney, Head of Retail Media at Vistar Media. “It helps shoppers make decisions, discover products and engage with brands in a way that enhances their shopping journey, rather than disrupt it.”

The format and placement of these ads matter. According to the research, visual formats received the strongest approval. Parking lot screens — often the first interaction shoppers have with a brand — garnered 72% approval, while in-aisle screens and storefront or entrance screens were close behind at 68% and 64%, respectively.

Only 4% of shoppers said these ads detracted from their experience, and many said they appreciated how the ads enhanced their shopping. Half of those who felt positively cited the visual appeal, 34% valued the product information, and 27% noted the entertainment factor.

Perhaps most importantly for brands, the study shows that retail media ads are driving real-world actions. Forty-four percent of shoppers said they made a purchase because of an ad. The impact was particularly notable in certain placements: 58% of consumers who saw ads at store entrances bought the advertised product immediately, while 31% of in-aisle viewers redeemed a coupon or discount code.

Retail media ads are also prompting cross-channel engagement. Thirty-two percent of shoppers exposed to parking lot ads visited the brands website later, and 19% of those who viewed in-aisle ads interacted with QR codes or digital links. Furthermore, 71% of consumers indicated they were more likely to consider brands they had seen advertised in-store during future purchases.

“The studys findings highlight the increasing significance of retail media in the shopping journey,” Cheyney said. “Shoppers clearly value ads that inform, engage and entertain them at crucial moments. With strong consumer approval and measurable influence on both in-store purchases and future brand consideration, retail media is proving to be a necessary tool for brands looking to drive direct action and attention with todays consumers.”

As the retail landscape continues to evolve, the growing acceptance and influence of retail media ads suggest they are becoming not only part of the shopping environment but a powerful driver of consumer behavior.