Observed Signal · Nov 5, 2025 · Partnership · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
Catalina and Happydemics Unite to Boost DOOH Measurement
Catalina, the retail media leader in personalised shopper activation, and Happydemics, an expert in advertising impact studies, are joining forces to measure in-store DOOH campaigns. The partnership aims to help consumer goods brands optimise retail media investments by providing clear and reliable indicators. As DOOH grows in importance within retail media, the collaboration will extend Catalina's metrics with new KPIs such as advertising recall, brand awareness, and the perception of brand messages, delivering a 360-degree view from exposure to conversion and its influence on brand image. Quotations from Geneviève Daurat, Director of DOOH at Catalina, and Virginie Chesnais, CMO at Happydemics, emphasize transparency and actionable data. The alliance complements existing measures tracked by Catalina and Circana (sell-out, incremental, etc.) to strengthen decision making for brands and retailers.
Strategic partnership to measure DOOH campaigns and provide enhanced measurement for retail media
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Key Takeaways & Evidence Grounding
- Catalina and Happydemics formed a strategic partnership to measure in-store DOOH campaigns.
- The collaboration will introduce KPIs such as advertising recall, brand awareness, and perception of brand messages.
- The partnership adds to Catalina's existing metrics and Circana's metrics (sell-out, incremental).
- The solution aims to provide a 360-degree view from exposure to conversion and its impact on brand image.
- Executives cited include Geneviève Daurat (Director of DOOH at Catalina) and Virginie Chesnais (CMO at Happydemics).
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Catalina and Happydemics Join Forces to Measure DOOH Impact
Catalina, a leader in retail media activation, and Happydemics, an advertising impact measurement expert, have formed a strategic partnership to measure in-store DOOH campaigns. The collaboration aims to provide clearer, reliable indicators to optimize retail media for consumer brands, adding KPI capabilities such as advertising memorization, brand awareness, and perception of brand messages alongside existing metrics like sell-out and incremental, previously used by Catalina and Circana. The alliance promises a 360-degree view from exposure to message to conversion, reinforcing transparency and actionable insights for brands and retailers. Leaders Geneviève Daurat of Catalina and Virginie Chesnais of Happydemics emphasize delivering simple, relevant data to guide strategic decisions and highlight DOOH as a pivotal lever in the attention-driven in-store environment.
Revolutionizing DOOH: Happydemics and Vistar Media Join Forces
Happydemics, a global brand-lift and ad measurement company, has partnered with Vistar Media (part of T-Mobile Advertising Solutions) to provide advertiser-grade brand lift measurement for digital out-of-home (DOOH) campaigns. The integration will deliver recall-based metrics—such as familiarity, ad recall, consideration and purchase intent—within the Vistar ecosystem, allowing campaigns to be measured with statistically robust samples and benchmarked by category, venue and format. The partnership aims to offer a unified, standardised measurement framework across EMEA, North America, Latin America and APAC so brands and agencies can compare DOOH performance across screens, cities and regions and optimise creative and campaign-level decisions.
DOOH and Retail Media: Linking Streets to Store Shelves
In an interview published 2026-06-22, Andreas Knorr, Marketing Director at WallDecaux, discusses the growing convergence between Digital Out-of-Home (DOOH) and Retail Media. He describes the channels as complementary—DOOH leverages public mobility to trigger purchase intent, while Retail Media activates at the final point of sale—and highlights technical and structural hurdles such as fragmented retailer networks, reporting limitations and the need for shared standards. WallDecaux measures impact using regional A/B tests aligned with cash-register data to isolate sales uplift and cites UK partnerships (e.g., Tesco) where DOOH inventory is marketed alongside retailers’ POS data. Knorr advises visual consistency across touchpoints, a test-and-learn approach, and anticipates increased AI-driven media planning, tighter links between reach and transaction data, and a stronger focus on attention and commerce media for physical retail.
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