Food, Retail & CPG
Retail CPG DOOH Advertising: Reach the Shopper Where the Basket Gets Filled
For most categories the ad and the purchase happen in different places. For food, beverage, and household brands, digital out-of-home puts them in the same aisle. 464,417 grocery, convenience, gas, pharmacy, and liquor screens nationwide — geofenced to the stores that actually carry your product. [1]
The category by the numbers
The shopper journey
Five Moments Between the Driveway and the Register
A CPG digital out-of-home plan is not one placement — it is a sequence. Each step below has its own venue mix, its own creative job, and its own daypart.
Most of a grocery basket is decided before the car leaves the driveway. Billboards on the commuter route, gas-pump screens during the fill-up, and c-store displays reach the shopper in the hours and days when the list is still forming — the window where a brand can still get added.
Gas stations are the highest-frequency touchpoint in the CPG mix: the shopper is stationary for three to five minutes with the phone pocketed. Convenience-store screens catch the same trip for impulse categories — snacks, beverages, energy — where the decision happens in seconds.
Store-entrance screens are the final unskippable message before the shopper picks up a basket. This is where a promotion, a new flavor, or an end-cap callout converts into an actual route through the store.
Aisle and cooler-door screens put the brand a few feet from the product itself. This is the only advertising environment where the ad and the purchase decision occupy the same square of floor — a dynamic shelf talker that can change by daypart, by store, or by what is in stock.
Checkout screens reach a captive shopper in line with the basket already assembled. It is the natural home for impulse SKUs, loyalty messaging, and the reminder that lands right before the transaction closes.
The argument
Why CPG Is Different in Digital Out-of-Home
The ad runs three feet from the product
A cooler-door screen, an aisle panel, and a checkout monitor are not "awareness" in the usual sense — they are the last message before a hand reaches for a box. No other channel places paid media inside the purchase environment at scale.
The plan can match your store list exactly
CPG distribution is never a clean DMA. We geofence the actual retail footprint — an address list, a chain, a radius, or a custom polygon — and buy only the screens inside it. Spend follows the SKU. See geofencing and DOOH targeting.
Demand is ahead of execution
US retail media will clear $72.97 billion in 2026, but in-store accounted for just 3.3% of it in 2025 — even as in-store spend grows 33.1% this year and 70% of grocery retailers move to deploy it. The shelf-adjacent screen is the scarce part of the market. [2][3]
Not locked to a single retailer's network
A retail media network reaches shoppers inside one banner. A DOOH plan reaches the same shopper on the commute, at the pump, in the c-store, and at a competing grocer's door — including every trip that never touches the network you bought.
Live inventory
The Digital Out-of-Home Inventory You Can Buy Today
Real digital out-of-home counts from live platform inventory, not estimates. Every venue type below can be bought on its own, combined, or narrowed to a single chain's trade area. [1]
| Venue type | Screens | Avail. impressions / mo | Where they sit |
|---|---|---|---|
| Grocery | 185,367 | 37.7B | Store entrance, aisles, and checkout screens |
| Gas Stations | 123,797 | 3.3B | Pump-top and forecourt displays, plus in-shop screens |
| Convenience Stores | 111,666 | 9.7B | Cooler doors, counter, and in-store displays |
| Malls | 16,477 | 9.0B | Concourse, food court, and mall spectaculars |
| Pharmacies | 14,880 | 761M | Waiting area and checkout screens |
| Liquor Stores | 12,230 | 505M | In-store displays for beverage alcohol brands |
| Total | 464,417 | ~61B | Nationwide, all markets |
How we build it
In-Store, Then Surround the Store
The digital out-of-home plans that work for retail CPG are layered, not single-placement. We start on the screens inside the stores carrying the product, then buy the path to purchase around those same stores, then add the venue where that particular buyer already spends their time. Three layers, one geofence, one flat CPM.
Start on the screens inside the stores that actually carry the SKU — entrance, aisle, cooler door, checkout. The message sits a few feet from the product while the basket is being filled. This layer closes.
Geofence the trade area around each of those stores and buy the approach: roadside billboards on the route in, pump screens during the fill-up, c-store displays on the same trip. The shopper walks through the door already warmed. This layer reminds.
Layer in the venue where that specific buyer already spends time. A protein brand runs the gyms around the stores carrying it. A pet brand runs veterinary waiting rooms. A beauty brand runs salons. This layer persuades — it reaches the buyer in the mindset the category lives in, not just the aisle it sits in.
One brand, running on every layer
Real screens, photographed in the field. The same beverage brand shows up on the billboard in a grocery store's parking lot, on the screen at a store entrance, and on a screen inside a mass retailer — the surround and the close, running at the same time.
Layer 3 in practice: match the category to its context
Every retail CPG category has a venue where its buyer is already thinking about the problem the product solves. Screen counts below are live platform inventory, nationwide — narrowed in a real plan to the trade areas around your stores. [1]
| Category | Context venue | Screens | How it runs |
|---|---|---|---|
| Sports nutrition & protein | Gyms | 37,226 | Run the gyms inside the trade area of every store carrying the SKU — the buyer is mid-workout when the category is most top-of-mind, then hits the grocery screens on the way home. |
| Beer, wine, RTD & spirits | Bars & casual dining | 310,774 | On-premise bar and restaurant screens build the brand where it's consumed; liquor-store and c-store displays catch the off-premise purchase on the same weekend. |
| OTC health, vitamins & supplements | Doctor's offices | 150,448 | Waiting-room screens reach a health-focused audience with time on their hands, then pharmacy screens close it at the shelf a few days later. |
| Beauty & personal care | Salons | 5,558 | A captive 30–60 minute audience already thinking about how they look, layered over drug and mass retail inventory in the same trade area. |
| Pet food & pet care | Veterinary offices | 1,195 | Vet waiting rooms reach owners in active pet-care mode — the one moment the category is a decision rather than a habit. |
| Snacks & energy drinks | Gas & convenience | 235,463 | Impulse categories decided in seconds. The pump screen and the cooler door are effectively the entire funnel — awareness and purchase inside five minutes. |
Retail media networks
Run In-Store With Every Major Retail Network — Then Buy the Mile Around It
We can run in-store across the major retail media networks. The part they can't sell you is the mile around their own front door — the gas pumps, EV chargers, convenience stores, and billboards the shopper passes on the way in. We buy both sides of that line in one plan, on one flat CPM.
Coverage below is stores covered per banner, plus the gas and EV-charging screens inside a one-mile radius of those stores. In-store screen coverage is available at these banners as well. [4]
| Retailer | Locations covered | Gas + EV screens within 1 mi |
|---|---|---|
 Walgreens | 8,600+ | 13,919 |
 CVS | 8,300+ | 12,827 |
 Walmart & Neighborhood Market | 6,300+ | 12,478 |
 Kroger18 banners incl. Harris Teeter, Ralphs, King Soopers, Fred Meyer, Fry's, QFC, Smith's | 3,000+ | 5,384 |
 Albertsons11 banners incl. Safeway, Vons, Jewel-Osco, Acme, Shaw's, Randalls, Tom Thumb | 2,500+ | 3,166 |
 Target | 1,900+ | 7,719 |
 Ahold DelhaizeFood Lion, Giant, Giant Food, Hannaford, Stop & Shop | 1,600+ | 2,635 |
 Publix | 1,400+ | 2,068 |
 Sam's Club | 1,000+ | 1,716 |
 Costco | 760+ | 1,955 |
 H-E-B | 750+ | 1,247 |
 Meijer | 650+ | 640 |
 Whole Foods | 500+ | 2,202 |
 Winn-Dixie | 370+ | 612 |
 ShopRite | 260+ | 325 |
 Hy-Vee | 250 | 329 |
 Weis Markets | 170+ | 219 |
 Wegmans | 100+ | 306 |
 Shaw's | 100+ | 145 |
 Sprouts | 60+ | 155 |
 Raley's | 60+ | 143 |
Radii around different banners overlap, so these figures are per-retailer and are not additive into a single national total. Retailer names and logos are the property of their respective owners and are shown to indicate where inventory is available; they do not imply a partnership or endorsement.
In the field
CPG Brands on Real Screens
Not renders. Photographs of food, beverage, and household brands running across the venue mix — the grocery end-cap, the restaurant wall, the billboard on the drive in, and the taxi moving through the trade area.
Six digital out-of-home plays
Pick a Play. Ship It This Week.
Each one is pre-mapped and ready to activate once the store list and creative arrive. Combine two for full coverage — a launch plus a conquest layer, or a seasonal surge plus an always-on shelf presence.
Blanket grocery, c-store, and mass inventory inside the retailer's trade area for the first 6–8 weeks of distribution. Awareness where the SKU actually sits, not a national buy that misses the stores carrying it.
Draw a custom polygon around every store carrying the product and buy only the screens inside it. The buy matches the distribution footprint instead of paying for markets where the SKU isn't on shelf.
Target screens inside and around a competitor's strongest retail accounts. Reach their shopper on the trip, at the pump, and at the door — before the category decision is locked in.
Compress spend into the two to three weeks that carry the category — grilling season, back-to-school, the holiday baking window. Dayparted and dialed to the weeks that actually move volume.
Run the current offer on the screens closest to the shelf, and swap creative the day the promotion changes. Programmatic delivery means the in-store message never lags the circular.
Liquor-store and c-store screens for beer, wine, RTD, and spirits, geofenced to licensed retail and paired with bar and casual-dining inventory for the on-premise half of the plan.
Pricing
One Flat CPM. That's the Whole Price.
Starting at $18 flat. Scale the budget up or down and it simply buys more or fewer impressions across the same stores — no tiers to unlock, no renegotiated rate when a test becomes a national launch.
No setup cost, no platform fee, no reporting fee, no measurement upcharge.
Free AMAP audience data on every campaign — cookie-free household segments for category and buyer targeting.
We submit and manage creative approvals across thousands of screen owners so the campaign runs on the most screens possible.
Measurement
How CPG Digital Out-of-Home Is Measured
Store-visit lift: device-ID exposure matched against visits to the specific retail locations in the plan — exposed versus unexposed households in the same trade area.
Sales and basket lift: exposure matched to retailer or panel sales data to read unit velocity and basket size on the SKUs in the campaign.
Brand lift: survey panels measuring aided and unaided awareness, consideration, and purchase intent against a control group.
Delivery: audited, screen-by-screen impression logs, so delivery can be read back by venue type, chain, and market rather than as one national number.
Send us the store list
Send Us the Store List. We'll Send Back the Plan.
Give us the chains or addresses carrying your product, the flight window, and a budget range. We come back with a costed inventory brief — screens, venue mix, and impressions — inside one business day.
Frequently asked
CPG Digital Out-of-Home FAQ
Keep planning
Grocery DOOH
Entrance, aisle, and checkout screens
Convenience stores
Cooler doors, counter, and impulse categories
Gas station TV
Pump-top screens, phone-down dwell
Pharmacies
Waiting-area and checkout inventory
Geofencing
Match the buy to your distribution footprint
Beer & beverage
Beverage alcohol and RTD plans
Sources
- Goldfish Ads platform inventory, July 2026 — available screens and monthly available impressions, United States. Retail venue types: grocery (entrance, aisles, checkout), convenience, gas stations (pump, shop), pharmacies, liquor stores, and malls. Context venue types: gyms (incl. lobby and equipment), bars, casual dining, doctor's offices, veterinary offices, and salons.
- EMARKETER, FAQ on in-store retail media: Closing the gap between demand and execution — US retail media ad spending of $72.97B in 2026 (+20.3% YoY); in-store at 3.3% of retail media spend in 2025; 70% of grocery retailers planning in-store retail media within 18 months (Grocery Doppio, October 2024).
- EMARKETER, US In-Store Retail Media Ad Spending Forecasts — 33.1% growth in US in-store retail media ad spending in 2026 (December 2025 forecast).
- Goldfish Ads retailer coverage analysis, July 2026 — locations covered per retail banner and the count of gas-station and EV-charging screens within a one-mile radius of those locations. Radii around different banners overlap, so per-retailer figures are not additive.
Ready to put your brand in the aisle?
Send the store list and the flight window — we return a costed plan inside a business day. Flat CPM, audience data included.
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