in-store advertising

McDonald's is exploring how to build an in-store retail media business, turning its restaurants and digital screens into an advertising channel for brands. Industry analysts note the fast-food chain faces the same questions as other retailers: how to prove in-store ads drive sales, measure their effectiveness, and scale the offering without disrupting the customer experience.

Retail trade commentary argues that simply installing digital screens in stores is not enough to build a successful in-store retail media network. The piece suggests retailers need more than hardware — including relevant content, audience measurement and advertiser demand — to turn screens into a genuine revenue channel. It reflects a broader debate about how physical retail can compete with e-commerce platforms in the fast-growing retail media advertising market.