LearningPlaybook
DOOH & In-Store Retail Media Playbook
- Free
- Intermediate
- IAB
A practical playbook for understanding how in-store DOOH fits into retail media, shopper journeys and closed-loop measurement.
Opens on IAB's website in a new tab.
- Time to complete
- ~25–40 min read
- Level
- Intermediate
- Certificate
- No
Overview
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.
What You'll Learn
- 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
Highlights
- 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
Who It's For
Best for
- Retail and CPG advertisers
- Retail media teams
- Agencies planning in-store DOOH
- Marketers responsible for shopper or commerce campaigns
Before you start
- Basic DOOH knowledge is helpful
- Some familiarity with retail media makes the playbook easier to apply
Access
- Cost
- Free
- Format
- Playbook
- Time to complete
- ~25–40 min read
- Certificate
- No
- Hands-on
- Yes — practical/reference
Topics Covered
- DOOH
- Retail Media
- Measurement
- Planning
FAQ
Questions about this resource
5 questions
What is the DOOH & In-Store Retail Media Playbook?
It is an IAB playbook about how brands and retailers can use digital out-of-home screens in physical retail environments as part of a shopper-centric retail-media strategy.
Is it free?
Yes. The playbook is publicly accessible.
Is it mainly about roadside billboards?
No. Its focus is in-store and retail-media environments.
Does it cover measurement?
Yes. Closed-loop measurement is one of the important themes.
Who should read it?
Retailers, brands, agencies and measurement teams working on in-store media or commerce campaigns.
Sources
Sources & Methodology
1 source
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