Short in-store videos are today one of the most effective ways to influence purchasing decisions close to the point of purchase. It shows Schibsted in their new Video Study 2026 where the focus is on how much communication can actually take place during a very short exposure time.
The study shows that several important communication goals can be achieved even within just a few seconds. It is about reminding about a purchase, reinforcing existing memories and arousing emotions in the consumer. According to the analysis, a large part of the attention is already in the first few seconds, which makes short video formats particularly effective.
This places the retail digital store screens in a completely new position as a media channel. Here, clear communication meets high visibility and proximity to the actual moment of purchase. When the consumer is already in store there is both the opportunity and the will to act directly.
When new technology also makes it possible to collect real-time data about who has seen a message and simultaneously buy target groups in the physical store, a new media logic emerges. Instead of buying advertising space or share of voice, brands can buy measurable contacts in the most customer-friendly environment available.
"This gives the store a unique position as a media channel when the customer is also mentally ready to absorb the information," says Christian Bönnelyche at BizLab.
Short in-store videos create impact in real-life purchasing situations
Video is the fastest growing format in marketing today. But according to the study, the biggest untapped opportunity lies not in creating more content, but in showing the right message in the right context.
“Schibsted’s study shows that half of the attention is in the first two seconds. In-store, that’s exactly where the battle is, and that’s why short in-store video is the most logical format for retail media close to purchase,” says Christian Bönnelyche.
In a physical store, the recipient is already mentally set to make a decision. This means that short video formats act as a clear reminder, a trigger, and a guide rather than a long story that requires time and commitment.
Video is an ecosystem where the store drives conversion
Short video formats should not replace longer formats. They should complement them. Longer video can create 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 commerce takes on a clear role in a cohesive video ecosystem. The impact is determined early, often within the first few seconds.
“Effect is not created by being visible for longer, but by being visible right from the start. Distinctly clear and with the brand in place right away,” says Christian Bönnelyche.
Three principles for effective short in-store video
To succeed with short videos in stores, the study points to three basic principles:
• Win the first two seconds by showing brand product and message directly
• Build for context by adapting content to location in store, time and situation
• Measure and optimize by testing variations and adjusting in real time based on actual exposure and response
Retail media in stores goes from surface to target audience and data
Traditionally, brick-and-mortar businesses have sold advertising space. The next step is to sell measurable contacts and audiences using the same data logic that advertisers are used to online.
When commerce can show who is reached in what situation and with what effect the store's Digital screens are a channel that can be planned in the same way as digital advertising. The difference is the proximity to purchase.
This allows a larger portion of advertising budgets to be moved from global digital platforms to physical retail environments where the effect is directly measurable.
BizLab develops AI-based analytics and retail media solutions for physical retail. The platform helps retailers understand their visitors in real time and enables targeted communication on digital store screens with data to support planning, optimization and follow-up.
Developments in retail media clearly show how physical commerce is becoming an increasingly important part of the data-driven advertising market. With the combination of short video real-time data and audience management, the store can offer measurable impact in a situation where the consumer is already ready to act.
Swedish
Danish
Norwegian
Finnish
English
German
Dutch