How retail media teams plan and prove DOOH campaigns
From screen selection to drive-to-store measurement — a look at how retail media managers use Digeiz to build better media offers and demonstrate campaign ROI to occupiers.
The gap between selling screens and proving their value
Retail media teams in shopping malls face a structural problem: they sell advertising space to occupiers and agencies, but until recently had no reliable way to answer the two questions that matter most to buyers.
Which screens should I buy to reach the visitors most likely to visit my store — and how do I build a bespoke network rather than just taking whatever's available?
Did the campaign actually drive more people into my store? How do I prove uplift to the brand and justify the investment?
Without answers to these questions, retail media inventory is sold on impressions and gut feel. With Digeiz, retail media teams can answer both — at store level, by audience segment, and across the full campaign lifecycle.
Identifying the right screens for a specific occupier
When an occupier wants to run a DOOH campaign, the first question is: which screens will reach the visitors most likely to visit their store? Digeiz allows retail media teams to answer this by combining store-level visitor data with screen performance data.
Choose the occupier's store on the mall map. The platform immediately shows visitor profile, cross-visit patterns and the stores most frequently visited before or after.
View the demographic segmentation of the store's visitors: gender, age group (0-15, 15-25, 25-40, 40+), group type. Filter by category to compare against competitor stores in the same segment.
The platform identifies which DOOH screens are most frequently seen by visitors who go on to visit the target store — across all floors, not just the store's floor. This allows media teams to build a bespoke screen network for that specific occupier.
Overlay visitor trajectory data to identify the most-travelled routes from each entrance to the target store. Select screens positioned along these high-traffic corridors to maximise last-mile impact.
View average footfall patterns by time of day and day of week across the campaign period — not just single-day snapshots. Identify the dayparts with highest traffic and longest dwell time to recommend premium daypart buys.
Proving that a DOOH campaign drove store visits
Once a campaign runs, the retail media team needs to demonstrate its impact to the occupier. Digeiz provides two complementary measurement approaches.
Compare the store visit rate of visitors who were exposed to the campaign screens against those who were not. This gives a direct measure of whether screen exposure influenced behavior.
- Store visit rate, exposed vs. non-exposed
- Incremental visits generated
- Audience profile of exposed visitors
Compare store performance during the campaign period against the period before and after. Benchmark against the category and the mall overall to isolate the campaign effect from broader traffic trends.
- Pre / during / post campaign store visits
- Performance vs. category benchmark
- Performance vs. mall benchmark
These exposure and drive-to-store metrics are produced using a methodology independently audited by CESP in 2024 — the French reference body for advertising audience measurement standards.
From inventory to intelligence
When retail media teams can plan with visitor data and prove results with campaign measurement, it changes how they operate — and how occupiers perceive the value of in-mall advertising.
Build better media packages
Replace generic screen bundles with bespoke networks built around specific audience profiles and customer journeys. Offer occupiers a media plan, not just a slot list.
Price with confidence
Support CPM pricing with audience data. Justify daypart premiums with footfall and dwell time evidence. Give agencies the metrics they expect from digital media — in a physical environment.
Prove ROI to occupiers
Deliver post-campaign reports that show uplift in store visits, reach and repeat exposure. Give brands the evidence they need to reinvest — and give leasing teams a new commercial argument for occupier retention.
Grow programmatic DOOH revenue
Connect audience-qualified inventory to programmatic buying platforms. Provide the measurement infrastructure that digital media buyers require to include in-mall screens in broader campaign plans.
The data behind every campaign
- Store visitor profile (gender, age group: 0-15 / 15-25 / 25-40 / 40+, group type)
- Cross-visit rates with other stores
- Screen-to-store visit correlation
- Journey heatmap by entrance
- Daypart footfall averages
- Occasions-to-see (OTS)
- Reach and repeat exposure
- Playlist availability and screen coverage
- Audience segmentation of exposed visitors
- Visitor uplift (exposed vs. non-exposed)
- Pre / during / post store visit comparison
- Category and mall benchmarks
- Drive-to-store rate
Give your retail media team the data to plan and prove every campaign
Digeiz enables retail media managers to build audience-based media packages, optimise screen selection and deliver post-campaign reports that brands and agencies trust.