Observed Signal · Sep 30, 2026 · Technical Release · Source: Adzine · Impact: 2/5 · Sentiment: Positive
DOOH Store Locator Position Study Shows Top and Bottom Perform
A study by Vistar Media, Omnicom Media, and Annalect examined the optimal placement of store locator information in dynamic DOOH creatives. Testing 7,200 participants in the Netherlands, the study found that placing the store locator at the top of the creative increased purchase intent by 20%, while bottom placement boosted visit intent by 9%. The middle position underperformed on both metrics. Category-specific results showed significant lifts for retailers and confectionery brands. The study also highlighted the importance of design elements like pin icons and contrast, and cautioned against prominent retailer branding that could reduce brand recall for advertisers.
The study provides actionable insights for DOOH advertisers on creative optimization, specifically for store locator features, which could improve campaign effectiveness.
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Key Takeaways & Evidence Grounding
- Vistar Media, Omnicom Media, and Annalect conducted a study with 7,200 participants in the Netherlands from February to April 2026.
- Top placement of store locator in DOOH creative increased purchase intent by 20%.
- Bottom placement increased visit intent by 9% across all categories.
- In retail, bottom placement increased visit intent by 35%; in quick-service restaurants by 24%.
- For confectionery, bottom placement increased purchase intent by 116%.
- Using a pin icon increased visit intent by 16%; higher contrast improved intent by 10%.
Connected Companies & Entities
2 Entities mapped“Vistar Media ... hat dies gemeinsam mit der Agentur Omnicom Media und ihrer Tochter Annalect untersucht....”
“Vistar Media, das zu T-Mobile Advertising Solutions gehört, hat dies gemeinsam mit der Agentur Omnicom Media und ihrer Tochter Annalect unte...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
3D DOOH Boosts Brand Awareness Over Static Ads
Vistar Media, together with Omnicom Media and JC Decaux, published a study titled "Science in Motion" that compares static creatives with full-motion, limited-motion and 3D formats in Digital Out-of-Home (DOOH) campaigns. Conducted in the Netherlands between November 2025 and January 2026 with 7,513 respondents, the study found that moving content outperforms static ads: a 33% uplift in ad recall and a 50% uplift in brand awareness versus static creatives. 3D executions produced the strongest effects overall. Results vary by age: 18–34 year‑olds respond strongly to moving content, while 50–65 year‑olds showed the highest brand awareness for 3D formats. The report also notes that small or subtle animations (e.g., a rotating logo) can measurably improve brand anchoring without requiring complex productions.
Omnicom Media Group Wins L'Oréal's €350M Media Account
The Omnicom Media Group has won the media pitch for L'Oréal's €350 million account. The dedicated agency for the cosmetics giant will be named Beauty Co-Lab. The new agency is set to launch in January 2027. This follows the recent announcement that Wavemaker, the incumbent, lost the account. The article provides details on the agency structure and confirms the name of the new entity, but the full details are behind a paywall.
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