Unlocking Retail Media value: 3 steps for retailers to monetize their digital screens
October 16, 2025
Retail Media is one of the fastest-growing revenue streams for retailers. By transforming digital signage into advertising channels, retailers can enhance the shopper experience while building new business models. With the right strategy, in-store screens evolve from communication tolls into powerful Retail Media Networks.
The way retailers communicate inside their stores is evolving faster than ever. As consumers expect personalized, seamless experiences, digital signage is no longer just a medium for messages — it’s a medium for monetization. By transforming in-store screens into data-driven, revenue-generating assets, retailers can turn communication into a new profit center.
At Visual Art, we see three key steps for retailers to unlock the full potential of their digital signage networks:
1. Build the Business Case Around Measurable Value
Retailers need to start with a clear understanding of what Retail Media can deliver, both in incremental revenue and in brand-building value. This means shifting the mindset from “screens as cost centers” to “screens as income generators.” Retail Media offers:
- New revenue streams from brand advertisers who want premium in-store visibility.
- Higher margins compared to traditional media channels, as retailers own the touchpoints.
- Enhanced shopper engagement through context-driven, dynamic messaging.
To make the case internally and externally, define KPIs that connect signage to business outcomes: sales uplift, dwell time, category share, ad impressions, and campaign performance. The most successful Retail Media Networks treat these metrics as living data and they are constantly optimized through insights from store traffic, shopper behavior, and conversion analysis.
2. Partner with Media Agencies to Scale Reach
Building a Retail Media Network is not a solo journey. To unlock scale, retailers must collaborate with media agencies that already manage advertiser budgets and campaigns. Agencies bring the expertise and infrastructure to:
- Package in-store inventory into omnichannel media plans.
- Provide measurement standards and reporting.
- Integrate first-party data for better targeting.
For agencies, in-store digital networks represent an untapped premium channel. One that complements online and mobile touchpoints with real-world presence. For retailers, the partnership brings credibility, access to advertising budgets, and operational scalability. Together, this creates a win-win ecosystem where campaigns flow seamlessly from screen to sale. Because the right partnerships elevate digital signage into a credible, competitive media channel.
3. Design for Shoppers, Not Just Advertisers
The golden rule of Retail Media is simple: if the shopper experience doesn’t improve, the model will fail. Retailers must balance advertiser needs with shopper relevance. That means curating ad content that adds value to the shopping journey, not disrupts it.
Strong design and storytelling are critical here. Creative execution ensures that campaigns feel like an integrated part of the retail environment rather than intrusive ads. The most successful networks treat design as the engine of impact, focusing on clarity, motion, and contextual placement.
Examples include:
- Promoting relevant meal bundles near fresh produce sections.
- Supporting seasonal campaigns with engaging, inspirational content.
- Enhancing discovery by showcasing new product launches in real time.
At Visual Art, our in-house Design & Film Studio ensures that strategy and creativity work hand in hand — turning every campaign into a value-adding experience that inspires shoppers and delivers measurable performance.
The Takeaway
Retailers already sit on a goldmine of media potential. With digital signage, every store can double as a communication hub and a media platform. The key is to:
- Build a solid business case that proves measurable value.
- Collaborate with media agencies to unlock scale and advertiser relationships.
- Prioritize shopper relevance through exceptional design and storytelling.
Retail Media is not just an add-on. Retail Media it’s a strategic evolution of in-store communication. At Visual Art, we help global retailers move from pilot projects to scalable Retail Media platforms, connecting creativity, data, and technology to drive measurable growth. This is the future of in-store communication, where every screen becomes a business asset and every message delivers value.
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