DOOH & In-Store Retail Media Playbook

IAB’s Digital Out of Home & In-Store Retail Media Playbook focuses on the overlap between DOOH and retail media inside physical stores. Rather than treating screens as isolated placements, it examines how brands and retailers can build a more unified shopper experience around shopper missions, behavior and the physical point of sale. The playbook also emphasizes closed-loop measurement, which is particularly relevant for teams accustomed to ecommerce or retail-media reporting and trying to understand how physical-screen exposure can connect to outcomes. This is a more specialized resource than a general billboard guide, but it is valuable for advertisers planning retail, grocery, pharmacy or other place-based DOOH campaigns.

• Understand where in-store DOOH sits inside retail media
• Plan around shopper missions and physical-store behavior
• Think about screens as part of a broader commerce experience
• Understand why closed-loop measurement matters in retail environments
• Connect brand and retailer objectives in a shared campaign
• Recognize the difference between roadside DOOH and retail-screen use cases

• Strong bridge between retail media and OOH teams
• Focuses on the physical shopper journey
• Useful for brands working with retailers and commerce media networks
• Includes measurement as part of the strategy rather than an afterthought

• DOOH
• Retail Media
• Measurement
• Planning

DOOH & In-Store Retail Media Playbook is best used as a playbook rather than as a live rate card. Treat the examples and frameworks as a way to ask better questions before a proposal, then verify inventory, pricing, dates and specifications with the seller or platform.

The strongest planning value is in DOOH, Retail Media, Measurement, and Planning. Those topics connect directly to how outdoor media is bought: the screen or panel still has to match the audience journey, the creative has to be readable in context, and any measurement claim should be tied to a stated methodology.

Because this resource is provided by IAB, read it with the provider context in mind. Vendor education can be useful, but it should be balanced against independent market checks and competing quote paths.

• Write down the campaign decision this resource should support before opening it.
• Capture the terms, metrics or workflow steps that affect a live OOH brief.
• Translate the lesson into one buying question for a media owner, agency or platform.
• Use a calculator, size guide or market guide to test the idea against real campaign constraints.

Topic

DOOH

Level

Intermediate

Format

Playbook

Cost

Free

Duration

~25–40 min read

Provider

IAB

Hands-on

Yes — practical/reference

Certificate

No

Added

2026-08-04

Updated

2026-08-04