In store advertising reaches customers when they are close to making a purchase decision. Making the most of this opportunity requires a reliable screen network, an understanding of the shopping environment and retailer data. Our CEO, Sami Käyhkö, and Janne Lohvansuu from our sister company Doohlabs discussed the topic at IAB Finland’s Retail Media Summit in Helsinki on 2 September 2026.
Held at Tennispalatsi, the event brought together representatives from retail, media, technology companies, media agencies and brands. Discussions highlighted data, measurement and the need to make retail media easier to buy.
Sami and Janne’s presentation, The Last Three Metres: In Store as a Marketing Channel, focused the discussion on the store and the final metres before a purchase decision.
Finland Has a Strong Foundation for In Store Media
Digital screen networks have been built in Finnish stores for many years. Many were created to support in store communications before the term retail media was used in its current sense.
That work has also built up experience in screen placement, content and network maintenance. This provides a solid foundation for retail media. Alongside the screen network, an operating model is needed to define audiences, sell media and measure campaign impact.
Three Metres: The Store Has Its Own Rules
Customers move around the store, look for products and make choices. They may have only a few seconds to notice and understand an advertisement. Screen placement, visibility and a clear message are therefore crucial.
Well executed in store media helps customers find products and explore alternatives. Advertising must be designed as part of the shopping experience.
Measurement must also reflect the environment. An ad being played is not the same as a customer having an opportunity to notice it. A working screen alone does not guarantee that the message reaches every visitor.
Two Metres: Every Screen Has a Role
A screen at the entrance reaches customers in a different context from one next to a product shelf. Screens can spark interest at the entrance, guide customers towards a product category in the main aisle and support the final choice close to the product.
The same content therefore does not serve customers equally well in every part of the store. Screen placement and messages should be planned around the customer’s route through the store and their shopping context.
For us, this means designing the screen network as part of the store. The placement, size and technical setup of the screens affect how well the network supports both the retailer’s own communications and advertisers’ needs.
One Metre: Data Links Media to Sales
In a store, a customer can see an ad and buy the product during the same visit. Retailers’ own data helps them understand when and where different products are bought. Advertising can then be targeted and timed to reach customers in relevant shopping situations.
Sales data also helps assess campaign impact. A reliable assessment requires well designed comparisons and consideration of factors such as promotions, seasonality and product availability. An increase in sales alone does not demonstrate the impact of advertising.
Doohlabs’ software enables targeting based on retailer data and supports media sales, campaign management and measurement. The data remains the retailer’s property.
A Reliable Screen Network Delivers on the Promise
In paid media, screen network reliability is part of the promise made to the advertiser. Campaigns must run in the agreed locations at the agreed times. Remote monitoring, support and maintenance are therefore essential parts of in store media.
This is where our expertise complements that of Doohlabs: we build and maintain screen networks, while Doohlabs provides the software that enables them to be used as a data driven media channel.
In the last three metres, technology, content and data must work together. When they do, in store media helps customers choose and gives retailers and advertisers an opportunity to influence purchase decisions exactly where they are made.
Watch the Presentation
How can marketers make the most of the last three metres before a purchase decision? Watch our CEO Sami Käyhkö and Janne Lohvansuu from Doohlabs present The Last Three Metres: In-Store as a Marketing Channel at IAB Finland’s Retail Media Summit. You’ll find the video at the beginning of this article.
