Retail Media Glossary
October 28, 2025
The growth of Retail Media is reshaping how brands connect with shoppers online and in-store. But as the space expands, so does the complexity of its language. That’s why we’ve created a Retail Media Glossary, a concise guide to the key terms, concepts, and metrics driving this fast-moving industry.
To help marketers, retailers, and partners speak the same language, Visual Art has created The Retail Media Glossary, a concise, practical reference that defines the most important concepts driving this transformation.
Whether you’re defining your Retail Media strategy, building a business case, or exploring in-store activation, this glossary helps align teams around a shared understanding.
In-store Retail Media
Advertising that appears on digital touchpoints inside physical stores — screens, kiosks, shelf-edge displays, and more.
Mental Availability
The likelihood a brand comes to mind in a buying situation. Built through consistent exposure, especially at the point of sale.
Sales Activation
Short-term tactics designed to drive immediate sales — such as end-cap promotions or time-limited offers.
Retail Media Network (RMN)
A retailer’s owned media inventory — online and in-store — made available for brand advertising.
Endemic Brands
Brands that sell products in the store — advertising to increase visibility or sales. Often co-funded with trade budgets.
Non-Endemic Brands
Advertisers who don’t sell in-store, but want to reach shoppers — such as telecom, insurance, or streaming services.
Closed-Loop Attribution
Linking media exposure to purchase behavior using loyalty or POS data. Essential for proving ROI.
OTS (Opportunity to See)
A visibility metric — how often content was in viewable range of shoppers.
Dwell Time
The length of time a shopper remains in a specific store zone — used to determine screen/media value.
Digital In-Store Ecosystem
The total network of screens, sensors, content, and data that power in-store digital experiences.
Content Orchestration
Managing when, where, and what content plays — based on goals, context, and shopper behavior.
Programmatic In-Store Media
Automated buying and placement of in-store advertising based on targeting data and demand-side platforms.
Retailer-Owned Media
Media channels fully owned and operated by the retailer — ensuring brand safety, flexibility, and full revenue control.
Customer-First Design
All content, advertising or otherwise, should enhance the shopping journey, not interrupt it.
Want to learn more about Retail Media and how to activate it in-store?
Reach out to Andreas Lind today!
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