The Risk and Opportunity of In-Store and Store-Adjacent Media in the OOH Landscape
As in-store marketing continues to surge alongside e-commerce-driven retail media networks, OOH strategists, planners, and media buyers are increasingly challenged to distinguish which physical retail formats should take priority in their portfolios. The industry’s existing playbook for out-of-home (OOH) media offers a useful framework for understanding in-store and store-adjacent media formats. However, many specialized format marketers lack clarity on positioning these emerging media opportunities, creating confusion and inefficiencies in the marketplace.
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