Dentsu is betting that where shoppers look matters just as much as what they buy. In what it’s calling a “world’s first,” the agency network has integrated real-world eye-tracking data into its global media planning system. Partnering with Co-op Media Network and Lumen Research, the system pulls in attention data from surveys done at UK convenience stores to inform retail media placements more precisely.
What’s especially eyebrow-raising is the performance of small-format retail environments. According to the data, smaller stores generate more than twice the chances to see certain products, three times the attention, and four times the brand recall compared to the big-box giants. Those are not small multipliers—and they pose a direct challenge to long-held beliefs about the effectiveness of retail media at scale. If corner shops are yielding better visibility and memory, it’s time for marketers to reconsider where they’re placing their in-store bets.
This move signals a broader shift in how the ad world is viewing retail media—not just as another inventory bucket, but as a strategic channel that rewards smart, data-driven investment. With retail media now rivaling TV spend in some markets, having an attention-based edge could be a serious differentiator. According to Dentsu’s Katie Hartley, it’s time to elevate retail media from tactical afterthought to primary playmaker.
Full story at MediaPost.