Not long ago, digital out-of-home (DOOH) in retail was still considered experimental. A few pilot screens here, a handful of test campaigns there. But those days are over.
Albert Heijn—a frontrunner in both retail and media innovation— have now scaled DOOH to nearly 9,000 screens across 900 stores. What began as proof of concept is now a full-scale rollout. And they’re not alone: Etos has already integrated screens across their stores, while Salling Group is now closely behind, rolling out DOOH as part of their monetisation strategy.
It’s official: DOOH is no longer a pilot. It’s a platform.
From test to transformation
Albert Heijn started small—connecting only a few screens to their retail media tech stack. But the vision was always bigger. With the rollout of over 7,000 additional screens in 2025, DOOH is becoming a central pillar in how Albert Heijn communicates, engages, and monetises within the physical store.
Behind the scenes, this scale-up required technical readiness. The Adhese platform underwent rigorous performance testing—handling over 70,000 endpoint requests in just five minutes with full functionality. By moving key services to scalable environments, we ensured their media operations stay fast, stable, and future-proof—even at 10,000+ active DOOH screens.
Why scale matters
DOOH at scale is a game-changer. With thousands of screens in play, retailers like Albert Heijn unlock:
✔️ National reach, local precision
Campaigns can be scheduled by store type, aisle, time of day—or even based on real-time stock data.
✔️ Programmatic flexibility
In-store placements can now be bought and managed like digital display ads—automated, targeted, and performance-tracked.
✔️ Creative agility
Say goodbye to static signage. With DOOH, content updates in real time, reacts to triggers, and stays fresh.
It’s not just about having more screens. It’s about building a media network that operates like a digital platform—only in the physical world.
Taking control of the full value chain
Retailers scaling DOOH aren’t just adding tech. They’re taking control.
Albert Heijn manages their entire in-store media flow—from booking and targeting to proof of play reporting—through their own infrastructure. No dependence on walled gardens. No black boxes. Just full visibility and flexibility.
That control translates into smarter campaigns, better margins, and a media experience that’s tightly aligned with the in-store customer journey.
Who’s next?
Etos was actually ahead of Albert Heijn in integrating DOOH screens into their stores. Their campaigns are already live, targeting at the level of store, banner, and region. Salling Group geared up end of June, too — all Bilka stores are connecting screens, and their toy retail brand BR will follow soon, fully ready to bring digital storytelling into physical spaces across Denmark.
As more retailers follow suit, it’s becoming clear: DOOH is not a side project. It’s a strategic channel in the evolving retail media mix.
What the smartest retail media teams are reading right now
DOOH isn’t just a screen—it’s a strategic asset. And retailers like Albert Heijn are proving just how powerful it can be.
Our whitepaper, “The DOOH Opportunity: From Aisle to Algorithm,” shows how early movers are turning store screens into revenue-ready, real-time ad channels.
- How DOOH brings digital tactics into physical retail
- What it takes to plan, target, and measure campaigns in-store
- The smart plays retailers are using to monetise their footprint—without giving up control
Whether you’re testing screens in a few stores or preparing for national scale, this is your next move.
➤ Get the whitepaper
➤ Talk to our team
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