Short in-store video is today one of the most effective ways to influence purchase decisions right at the point of sale. Schibsted’s new Video Study 2026 highlights how much communication can occur during very brief exposure times and demonstrates the power of concise video messaging.
The study finds that several important communication goals can be achieved in just a few seconds. Short videos can remind shoppers about a product, reinforce existing memories and evoke emotions. The analysis shows that a large portion of attention happens within the first seconds of exposure, which makes short video formats particularly efficient in retail environments.
This elevates digital store screens to a new position as a media channel: clear messaging combined with high visibility and immediate proximity to the buying moment. When consumers are already in the store, they are both able and willing to act right away.
When new technology also enables retailers to collect real-time data on who has seen a message and to buy targeted audiences within the physical store, a new media logic emerges. Instead of buying ad space or share of voice, brands can buy measurable contacts in the most purchase-proximate environment available.
“That gives the store a unique position as a media channel when the customer is mentally ready to receive information,” says Christian Bönnelyche at BizLab.
Short in-store videos drive impact at the point of purchase
Video is currently the fastest-growing format in marketing. According to the study, the greatest untapped opportunity is not producing more content but delivering the right message in the right context.
“Schibsted’s study shows that half of attention is captured in the first two seconds. In-store, that is exactly where the battle is fought, which is why short video in stores is the most logical format for retail media close to purchase,” says Christian Bönnelyche.
In a physical store the receiver is already mentally prepared to make decisions. That context makes short video formats function as a clear reminder, a trigger and a signpost — not as a long narrative that requires more time and engagement.
Video is an ecosystem where the store drives conversion
Short video formats should not replace longer formats; they should complement them. Longer videos can build interest and preference in digital channels, while short in-store video can drive the final step when the product is within reach.
This is where physical retail gains a distinct role in a cohesive video ecosystem. The effect often occurs very early — within the first seconds of exposure.
“Impact is created not by being seen for longer, but by being seen correctly from the start: distinct, clear and with the brand present immediately,” says Christian Bönnelyche.
Three principles for effective short in-store video
To succeed with short video in stores, the study highlights three core principles:
• Win the first two seconds by presenting the brand, product and message immediately.
• Build for context by adapting content to the store location, timing and situation.
• Measure and optimize by testing variants and adjusting in real time based on actual exposure and response.
Retail media in stores moves from ad space to audience and data
Traditionally, physical retail sold ad space. The next step is selling measurable contacts and audiences using the same data logic advertisers use online.
When retailers can show who is reached in which situation and with what effect, the store’s digital screens become a channel that can be planned like digital advertising — with the added advantage of immediate proximity to purchase.
This shift opens the possibility of reallocating a larger share of advertising budgets from global digital platforms to physical retail environments where impact can be directly measured.
BizLab develops AI-based analytics and retail media solutions for physical retail. Its platform helps retailers understand visitors in real time and enables audience-targeted communication on digital store screens with data to support planning, optimization and follow-up.
The evolution of retail media clearly shows how physical retail is becoming an increasingly important part of the data-driven advertising market. By combining short video, real-time data and audience targeting, stores can deliver measurable impact at the moment when the consumer is already ready to act.