From Impressions to Outcomes: AiOO Brings Real-Time Retail Media to Out-of-Home at the WOO Annual Congress 2026
The real-time retail media platform built for the physical world makes the case for Out-of-Home that is measurable, predictable, and repeatable — held to the same standard as any digital channel.
80% of consumer spending happens in-store. 90% of retail media advertising goes online. AiOO was in London last week to close the gap.
London, 9 June 2026 —
AiOO, the AI real-time retail media platform built for the physical world, took the stage at the World Out of Home Organization (WOO) Annual Congress 2026, where CEO & Founder Hammad Benjelloun spoke on the panel "Retail Media: Incremental Growth or Cannibalisation?" The Congress, held 3–5 June at the London Hilton on Park Lane, brought together more than 807 delegates from 55 countries — media owners, agencies, technology providers, and decision-makers from across the global Out-of-Home ecosystem.
AiOO's argument is simple: the largest unmeasured media channel on Earth is about to become its most accountable.
The gap
There are screens in every aisle of every supermarket, department store, fashion boutique, and cosmetics counter in the world. They are bright. They are everywhere. And they are blind. They cannot see the shopper standing in front of them. They cannot decide what to play next based on who that shopper is. They cannot tell, when the day ends, whether anyone who watched them actually bought anything.
Retail media is the third great wave of digital advertising, alongside search and social. According to IAB Europe, it now accounts for around 20% of all digital advertising; in Europe alone it grew 21.1% in 2024 to €13.7 billion, and is forecast to reach €28.8 billion by 2028. Almost all of that growth has happened online.
Inside the store, almost nothing is measured. For most of the industry, the honest answer to "what did the campaign actually do?" is still the one it gave a decade ago: "we estimated it."
The gap is not commercial. It is architectural.
The close
AiOO does what online retail media has done for a decade, in the place where most commerce actually happens. One platform, from entrance to till.
Anonymous real-time audience building and activation: every shopper segment ready the moment it appears. Live campaign optimisation at impression level: every screen, every playout, optimised against the live audience in front of it for maximum sales uplift. Closed-loop attribution against SKU-level point-of-sale data, with exposed cohorts matched to actual transactions — on the same platform that delivered the campaign.
Every transaction ties to an impression. Every outcome is observed, not modelled. Measurable. Predictable. Repeatable.
The store is where it starts. Every other out-of-home surface — mall, transit, roadside — joins it: every screen and every customer segment addressable, accountable, and connected to a transaction.
Or it will not be sold.
80%
of consumer spending still happens in physical stores (eMarketer)
90%
of retail media advertising goes online — leaving the store nearly unmeasured
Screens in physical retail have operated as digital signage. Beautiful, but blind. No audience signal. No real-time campaign delivery. No connection to the till. For an industry that has spent a decade buying outcomes online, that is no longer good enough. That ends now.
+30%
Sales uplift, deterministically measured
In a recent grocery deployment, AiOO measured a sales uplift of more than 30% on exposed shopper cohorts versus control, across food and FMCG categories — measured deterministically, on SKU-level point-of-sale data, on the same platform that delivered the campaign.
The next era of retail media is the in-store era, and the entire Out-of-Home industry has the right to win it. In-store and OOH should go after it together — the full-funnel budgets that today sit with the largest online platforms. Within three to five years, the most valuable screens in the world will not be selling video playouts in the traditional sense. They will be real-time decisioning nodes: aware of the stock behind them, the audience in front of them, and the outcome at the till. We are building toward that future.
Retail media is a $200 billion industry and currently a great opportunity for Out of Home to expand its remit into the space. We're delighted that Hammad and his team chose Congress to share their platform. The future of OOH depends on the intelligent application of tech and also new tech-savvy companies like AiOO entering the market.
About AiOO
AiOO is the real-time, AI-powered platform for DOOH and in-store retail media, built for the physical world. It turns the largest unmeasured media channel on Earth, long measured by estimate rather than result, into a true performance channel for brands and retailers.
Built on proprietary AI, AiOO closes the three gaps that have always kept physical media from performing: who is in front of the screen, which campaign is most relevant in the moment, and what commercial impact it generates. With real-time intelligence and closed-loop measurement, it ties every transaction back to an impression, quantifies each campaign's incremental impact, and optimizes delivery toward stronger outcomes, whether the goal is brand building on DOOH or sales performance in-store.
AiOO operates from Dubai, Madrid, New York, Paris, and Rabat. Learn more at aiootech.com.