An ad on the screen closest to the shelf
Retail media usually means an ad inside a retailer's app, website or search results, bought against that retailer's own shopper data. Retail media DOOH takes the same idea into the physical world: the screen sits where the purchase decision actually happens, at or near the store, and it carries the brand's message at the moment someone is already shopping the category.
To make the idea concrete, picture an appliance brand such as Beko advertising on a screen at or near a retail partner such as Carrefour. Nothing on this page reports a real campaign: there is no specific flight, no store count, no budget, and no result attached to either name. It is a walkthrough of the mechanism, using a familiar brand and a familiar retailer to make it easy to picture.
Quotable, self-contained, sourced · Blindspot retail media DOOH, illustrative walkthrough
- Retail media DOOH places a brand's ad on a physical digital screen at or near the point of sale, reaching a shopper while they are already near the category. This page illustrates the idea with an appliance brand (Beko) and a retail partner (Carrefour); no figures below are drawn from an actual Carrefour or Beko campaign.
- Blindspot books these screens per play, with an average cost per play from $0.23, across 3,000,000+ screens in 50+ countries, scheduled by the hour rather than rented by the day.
- There is no minimum spend; self-serve campaigns start from $40, so a brand can test a single retail-adjacent screen before expanding. Blinky, Blindspot's free media planner, can help map the candidate screens near a given retail partner.
A fridge is not an impulse buy. It is a considered one.
An appliance purchase, a refrigerator, a washing machine, a dishwasher, is infrequent, higher priced, and researched before it is decided. A billboard on the highway can build familiarity with the brand name over months, but familiarity alone does not close a purchase that is being weighed in a store aisle right now.
A screen placed at or near the retail environment reaches the shopper while they are already evaluating the category, closer to the point where the choice gets made. It does not replace broad awareness advertising; it adds a placement that meets the decision at the moment it is happening, rather than weeks before it. The same logic applies well beyond appliances: see how retail media DOOH works as a category in the retail media DOOH guide.
Priced per play. Scheduled by the hour.
Blindspot does not price a retail-media screen any differently from any other screen on the platform. Every placement is priced by the individual play, with an average cost per play from about $0.23, so a brand pays for plays delivered rather than a flat rental for the screen itself. Full detail on how that pricing works is in the billboard cost guide.
Because there is no minimum spend, a brand does not need to commit to many locations at once. A single screen near one retail partner can run first, and the same booking flow scales up to more locations once that first placement has been reviewed.
Two names on one screen means two approvals
Whenever a brand's creative runs on or near a retail partner's property, a few things get agreed between the two sides before the first play goes live:
Creative approval. The brand's creative and the retailer both sign off on what will show, since the screen sits on or near the retailer's own storefront or floor space.
Screen selection. The brand and retailer agree which locations make sense, an entrance screen, a storefront-facing spectacular, or a screen closer to the relevant aisle or department, depending on the format available at that site.
A defined window. A start and end date for the placement, so both sides know exactly when the creative is expected to be live.
A way to review delivery. Once the placement is running, both sides need a way to confirm it actually played as booked. That is what proof of play and delivery reporting are for; see how Blindspot's measurement works in practice.
FAQ
Questions, answered
What is retail media DOOH?
Retail media DOOH is a form of retail media where the ad runs on a physical digital screen at or near the point of sale, rather than inside a retailer's app or website. Instead of reaching a shopper before they leave home, it reaches them while they are already in the aisle or walking up to the store, at the moment closest to the purchase decision. Blindspot books these screens the same way it books any other digital out-of-home placement: priced per play, scheduled by the hour, no long-term contract required.
Does a retail-media screen have to be inside the store?
No. A retail-media DOOH placement can sit inside the store, near the relevant aisle or department, just outside it on the storefront, entrance or parking area, or in the wider retail environment nearby, such as a shopping-center concourse or an adjacent transit stop. What makes it retail media is proximity to the purchase moment, not a specific spot inside four walls. A brand and its retail partner choose the mix of in-store and near-store screens that fits the format and the traffic pattern of that location.
How is a retail-media DOOH campaign billed?
On Blindspot, a retail-media DOOH campaign is billed the same way any other campaign is: by the play, with an average cost per play starting from about $0.23, not by CPM or a flat monthly rental. Screens can be booked by the hour to match store opening times and known traffic patterns, and there is no minimum spend, so a brand can start with a single location near one retail partner and expand once it sees how that location performs.