Outdoor retail media is having its moment – and deservedly so. But in all the buzz, something critical is getting lost. We’ve started treating retailer media – media within a store – as if it represents the full retail media opportunity.

It doesn’t.

Picture this: a shopper walks into a shopping centre. They’re open, thinking about what they need and what they might want. Now, picture them inside a store. Head down, decision made. They’re there to buy.

So why are brands choosing to show up after the decision is done? It’s like trying to sell someone a flight at the boarding gate. The real moment of influence happened earlier when they’re soaking up the world around them, perhaps even exposed to an outdoor campaign.

The earlier you reach people in their journey, the greater the impact you have.

That’s the true power of outdoor retail media – not inside the store, but within the centre.
 

In-centre matters more than ever

Influence is a matter of timing, and in-centre environments reign supreme.

Why? Because they catch shoppers while they’re still undecided. Still exploring. Still open to being influenced. They cast a wider net and connect with significantly more people… not just the person standing in aisle nine debating between two types of detergent.

It’s where brands can do their most important work.

In-store media (to no surprise) only reaches those already inside the store. Whilst it does play a valuable role in last-mile conversion, it won’t take your campaign the extra mile. It also won’t build your brand the way in-centre media can, not just because of the audience and environment, but because it can’t tell brand stories the same way.
 

More formats = more opportunities for impact

One of the biggest advantages of in-centre media is the variety of formats brands can leverage. It’s an opportunity for impact that cannot be ignored.

High-quality large-format screens facilitate brand storytelling and awareness campaigns that extend beyond immediate purchase intent, connecting brands to potential buyers and building long-term relationships with consumers.

Screens on the path-to-purchase act like performance media in the real world, serving up contextual messages right when shoppers are on the last point of their decision-making journey.

And ambient formats, like dominations and immersive experiences, create moments that people remember and share.

This variety is what’s a real game changer, and it’s what gives in-centre media the upper hand when it comes to impacting the funnel.
 

Let’s redefine the field

In-centre media plays a role across the full funnel because of the breadth and power of formats. It creates awareness. It builds consideration. It helps shoppers form preferences before they even step foot in the store. It doesn’t just help close the sale – it creates demand in the first place.

On the other hand, media within a store environment sits in the lower end of the funnel. It’s built for short-term conversions, often in specific aisles and product categories where price is the primary driver, not advertising. It supports a decision already made, rather than shaping the one to come.

Useful? Absolutely. But it's like preaching to the converted.
 

Trust begins with transparency

Transparency has never been more important, and it’s where in-centre outdoor media has a clear advantage. Independent measurement tools like MOVE validate reach and frequency across the entire out-of-home industry. It’s third-party proof that gives brands confidence in what they’re buying.

In-store networks aren’t a part of MOVE yet, so without third-party verification, brands are left to trust internal claims. And that raises a fundamental question: how can you trust what you can’t independently verify?

We’re building on that transparency. Later this year, we’ll be launching a completely new and innovative approach to sales attribution through Validate our new group data solution. It measures sales across not just one major retailer but a broad range of grocery, liquor, convenience, pharmaceutical and other retailers, delivering clear insights on ROI. And while it’s our platform, it’s built on trusted third-party data from partners like Visa and Nielsen, so you don’t just have to take our word for it.
 

The name of the game

It’s easy to forget the genuine difference between retail and retailer media, but to put it simply, in-store plays defence, whereas our retail media network plays offence. And when attention is scarce and brand growth is everything, you want to be on the front foot.

It’s what drives us at VMO. We’re all about helping brands connect with people in the moments that actually matter – whether the goal is building long-term brand awareness or driving sales.

It’s why we built our group data solution, Validate, to prove sales attribution in retail, target high-value audiences like category buyers, and prove campaign effectiveness.  

It’s why we’ve built the biggest combined retail network in Australia, through retail and convenience locations – over 1,700 locations and growing.

And it’s why we continue to expand our large-format and experiential capabilities, because we know it makes a difference to brands – it’s outdoor done differently.