How is in-store retail media different from standard DOOH?

Standard DOOH is usually bought by location and screen. Moving Walls plans in-store retail media by audience: each store is profiled by who shops there, what categories they over-index on and when footfall peaks, and the campaign runs only on the stores that match.

Which Southeast Asian markets does Moving Walls cover for retail media?

Moving Walls covers key Southeast Asian markets for retail media, including Vietnam, the Philippines, Malaysia, Thailand, and Indonesia. This regional coverage enables brands to plan and activate retail media campaigns across multiple high-growth markets in Southeast Asia.

What kinds of stores are included?

Supermarkets and minimarts, pharmacies, health and beauty stores, convenience stores, hypermarket checkouts, malls and mall posterboxes. Coverage by format varies by market.

Can I run one campaign across several markets?

Yes. Moving Walls can plan a single retail campaign across multiple Southeast Asian markets, with a consistent measurement approach across them.

Retail Media in Southeast AsiaReach Shoppers Where Purchases Happen

Moving Walls helps brands and agencies plan, buy and measure advertising on in-store and storefront screens across Vietnam, the Philippines, Malaysia, Thailand and Indonesia. Audience data decides which stores, screens and hours carry your budget.

Active SEA markets: 5Active SEA markets
Retail screens: 4000+Retail screens
Premium retail venues: 800+Premium retail venues
Monthly impressions: ~180MMonthly impressions

Retail media budgets moved online. Shoppers still buy in stores.

Retail media is now one of the largest advertising channels in the world. Global spend is projected at about US$165 billion in 2026, up from about US$140 billion in 2024, and is forecast to reach a quarter of all digital ad spend by 2028.

In Asia Pacific, retail media is forecast at US$75.5 billion in 2026. In Southeast Asia it is growing between 15% and 36% this year, led by commerce platforms such as Shopee and TikTok Shop.

Most of that money is spent online. Most shopping is not.

of grocery visits still happen in store: 85%of grocery visits still happen in store
of retail media revenue comes from in-store advertising: 10% to 40%of retail media revenue comes from in-store advertising

For brands that sell through supermarkets, pharmacies, convenience stores and malls, the store is where many purchase decisions are made. It is also the part of the shopper journey that is hardest to plan against and measure.

Last mile advertising with in-store retail media

In-store retail media is often described by marketers as last mile advertising because it reaches shoppers close to the point of purchase. It uses digital screens at store entrances, in aisles and at checkout to reach shoppers while they are choosing between products, rather than hours or days before.

Shopper research supports the role of the store. In a US study, 44% of shoppers said a retail media ad led to a purchase decision, while 58% of shoppers who saw an ad on a store-entrance screen bought the advertised product straight away.

One store visit, three moments of influence

1Awareness
Where
Mall and store entrances
What it does
Builds visibility before the shopper walks in
What we measure
Reach and frequency
2Consideration
Where
In store and along shopper paths
What it does
Uses dwell time while shoppers browse
What we measure
Dwell and attention
3Conversion
Where
Aisle, point of sale and checkout
What it does
Reaches shoppers at the shelf and till
What we measure
Product offtake and ROI

The Moving Walls approach

Plan on audiences, not screen lists

Buying every screen in a retail network spends a budget on stores whose shoppers do not match your audience. Moving Walls plans retail campaigns from the audience outward.

Catchment mobility

SDK mobility data maps verified pedestrian movement around each store, rather than drawing an arbitrary radius on a map.

Audience profiling

Each venue is profiled by the age, gender and income mix of its shoppers, the categories they over-index on, and when footfall peaks: morning, lunch, evening or weekend.

Targeted delivery

The plan selects the stores that over-index for your audience, drops the screens that do not, and weights delivery to each venue's peak hours. The result is less wastage on the same budget.

Category audiences available

FMCG
Beauty and personal care
Pharmacy
Food and beverage
QSR and food delivery
Electronics
Fintech

How it works

Plan, activate, measure, retarget

1
Plan: Audience intelligence
Select store catchments that match your shopper profile.
2
Activate: Dynamic delivery
Launch programmatic or direct campaigns, with creative content that responds to context.
3
Measure: Three-layer audit
Verify exposure, brand perception and retail offtake.
4
Retarget: Extend the reach
Re-engage store visitors afterwards with mobile, social or display ads.

Moving Walls retail media workflow: plan, activate, measure and retarget

Dynamic creative

Start with one master video: an existing brand film or social asset, adapted for in-store screens. Moving Walls then changes what plays based on conditions at each store.

Weather

Show cold drinks when it is hot and hot drinks when it rains.

Promotions

Display the prices, discounts and bundle offers running this week.

Time of day

Coffee and grab-and-go in the morning, dinner ingredients after 5 PM.

Measurement

Impressions tell you a screen played. Retail advertisers also need to know whether the right people saw it and whether it moved the product. Moving Walls reports across three layers.

Layer	What it answers	How it is measured
1. Exposure	Did we reach the planned audience?	SDK mobility data and proof-of-play verify delivery in the planned catchments and remove unverified impressions
2. Perception	Did shoppers remember the brand?	Controlled panel studies (n=300 per flight) measure ad recall, brand favourability and purchase intent against SEA category norms
3. Action	Did it sell more?	Independent retail scanner data (NielsenIQ or retailer EPOS) compares sales in exposed stores with matched control stores

1. Exposure

Did we reach the planned audience?

SDK mobility data and proof-of-play verify delivery in the planned catchments and remove unverified impressions

2. Perception

Did shoppers remember the brand?

Controlled panel studies (n=300 per flight) measure ad recall, brand favourability and purchase intent against SEA category norms

3. Action

Did it sell more?

Independent retail scanner data (NielsenIQ or retailer EPOS) compares sales in exposed stores with matched control stores

Retail media in practice

Colgate Optic White Vitamin C ad on a 7-Eleven in-store screen in the Philippines

Colgate on 7-Eleven screens in the Philippines

GroupM ran Colgate's Optic White Vitamin C campaign on Moving Walls' programmatic retail network across 7-Eleven stores in the Philippines. The aim was to reach shoppers at the point of purchase, building brand recall and conversion at checkout.

7-Eleven stores: 1567-Eleven stores
Impressions: 4.5M+Impressions

Discuss your retail media strategy

Tell us your markets, audience, objective and budget. We will walk you through the stores, screens, buying options and measurements that fit your plan.

Frequently asked questions

Retail media is advertising sold on retail-owned or retail-located channels, such as retailer websites and apps, and screens inside physical stores. In-store retail media places ads on digital screens at store entrances, in aisles and at checkout, where shoppers are making purchase decisions.