Out-of-home (OOH) advertising has traditionally meant billboards, bus wraps, taxi toppers, etc. However, as brick-and-mortar retailers are struggling to compete with e-Commerce alternatives, many are turning to digital OOH advertising to supercharge the in-store shopping experience and drive sales. Brands are on board as well, given the rise of web ad blocking and the hyper-relevancy that comes with advertising to consumers that are already in a particular store. In fact, eMarketer has projected digital OOH advertising spending will reach $4.5 billion in 2019, up from $2.7 billion in 2014, in the U.S. alone. Recent studies suggest that digital OOH seems to be working, as it was found to be 34% more effective at promoting items than your weekly circular. However, we’ve really only begun to scratch the surface of its potential, and brands and retailers should be paying attention. Beyond simply letting shoppers know what’s on sale in aisle seven, in-store video advertising is much more powerful when it’s viewed by brands as a continuation of their desktop, mobile and social messaging, and as a way to bridge the gap between a consumer’s physical and digital purchasing behavior.