Advertising reaches Poles at the shelf: thousands of new screens in stores

Advertising is increasingly reaching Polish consumers directly at the point of sale, with the rise of "retail media" – digital screens displaying advertisements near store shelves. These screens have become a significant force in the advertising landscape, with over 70,000 units installed across Poland. The market value for this advertising sector is estimated at 1.7 billion PLN and is growing by over 30% annually, according to Publicis Commerce.

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Almost half of the respondents notice ads in stores, and that's a very solid result. In the store environment, where the customer's attention is divided between the shopping list, prices, and store navigation logistics, almost every second person noticed an advertisement, and this is a level from which one can be satisfied.

Research indicates that these in-store digital displays are highly effective. A study by MyShop TV found that 47.4% of customers noticed ads on these screens during their shopping trips. Among those who noticed the ads, one-third considered purchasing the advertised product. Ultimately, 16.3% of shoppers bought the product during the same visit, while another 21.1% planned to buy it on a future occasion.

Radosław Gołąb from MyShop TV highlighted the effectiveness of this advertising method, stating, "Almost half of the respondents notice ads in stores, and that's a very solid result." He explained that despite the distractions of shopping, nearly every second person notices an ad, which is a satisfying outcome. Gołąb added that shoppers are receptive to in-store communication because purchase decisions are often made spontaneously. "Only a small portion of shoppers strictly stick to their shopping list," he noted, emphasizing that the effectiveness of these ads is short-lived and depends on matching a current need.

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Customers are open to communication in the store because, contrary to intuition, the moment of purchase is one of the most 'open' moments for influence, and this is because decisions are made at that moment. Only a small portion of shoppers strictly stick to their shopping list. What should be noted is that this openness lasts a very short time and applies only to some categories. If the message meets a current need, it works. If not, it disappears into the background.

Mateusz Kapłan, director at Publicis Groupe Poland, confirmed that retail media is one of the fastest-growing segments of the advertising market. He anticipates its significance will continue to increase, driven by the value of shopper data, the ability to reach consumers just before they make a purchase decision, and the measurable impact on sales. Kapłan expects retailers to further invest in these digital screens in the coming years.

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Retail media are today one of the fastest-growing segments of the advertising market, and everything indicates that their importance will continue to grow. Their real value lies in purchase data, the ability to reach the consumer just before the decision is made, and measuring the real impact of communication on sales. In the coming years, we will see further investments by retailers in screens.

Tomasz Walczak, marketing director at Intermarché, views these digital displays as a crucial element for sales support and enhancing the shopping experience. While they can generate additional revenue, he noted that they are unlikely to be the decisive factor in a store's profitability or a retail chain's overall financial health. Intermarché is currently implementing its digital display system and has not yet determined the final number of units for its network.

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It is an important element of sales support and building the shopping experience. They can also be a source of additional revenue, however, our models and calculations show that these will not be revenues that determine the store's profitability or the chain's condition.