Observed Signal · Jun 22, 2026 · Interview · Source: absatzwirtschaft · Impact: 3/5 · Sentiment: Positive
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.
Practical industry discussion on integrating DOOH and Retail Media, measurement methods (regional A/B tests with POS data), and trends (AI-driven planning, first-party transaction linkage) that affect media planning and retail advertising strategies.
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Key Takeaways & Evidence Grounding
- Andreas Knorr is Marketing Director at WallDecaux and is interviewed for the article.
- WallDecaux views Digital Out-of-Home (DOOH) and Retail Media as complementary channels serving different spatial roles in the consumer journey.
- WallDecaux measures DOOH impact on in-store sales using regional A/B tests and matching campaign regions to cash-register (POS) data to isolate sales uplift.
- WallDecaux runs commercial partnerships in other markets, citing the UK example where it directly markets Tesco’s retail spaces and uses Tesco’s POS data to optimise campaigns.
- Identified obstacles to integration include fragmentation of retailer-owned networks, lack of common technical standards, and difficulties in unified reporting and data sharing.
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Retail Media and DOOH: Potential, Few Plan Jointly
Andreas Knorr, Director Marketing at WallDecaux, argues that while the technical and data prerequisites to integrate Digital Out‑of‑Home (DOOH) and Retail Media are now in place, strategic, organisational and measurement gaps keep the channels planned and bought separately. He calls for common planning standards, unified booking/workflow platforms, shared budget logic and combined measurement frameworks that connect brand KPIs with sales uplift. Knorr stresses the barriers are largely organisational — not technological — citing fragmentation across planning and booking systems, ad servers and budget silos that force manual campaign orchestration. He points to UK examples where Tesco and JCDecaux link DOOH deliveries to transaction data to generate robust effectiveness evidence and urges advertiser‑led joint pilots and cross‑industry measurement architectures to scale integration into standard media planning practice.
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