Orange introduces Retail Media with DOOH

Orange Advertising is launching a new Retail Media offering, which includes the deployment of DOOH (Digital Out-of-Home) devices in its network of stores. These screens will be installed in specific areas of the stores, such as "Shop mobile" and "Home," to provide targeted advertising experiences to customers.

Orange's extensive retail network

Orange's retail network in France includes 570 stores, with 92% of the population within 30 minutes of a sales point. The network attracts 38 million physical visits annually, and its digital assets, including an online store and media pages, reach 31 million unique monthly visitors.

Targeting Orange's customer base

The new DOOH offering aims to reach approximately 25 million Orange France customers, with 80% of sales for telephone, high-tech, and entertainment products made directly in stores. The offering combines DOOH technology with operator data and SMS/RCS messaging to create a more integrated advertising approach.

Key elements of the Retail Media strategy

The new Retail Media offering is built on four main components: visibility, targeted advertising, convergence between DOOH and geotargeted SMS/RCS campaigns, and measuring campaign effectiveness. These elements work together to enhance customer engagement and advertising outcomes.

Enhancing visibility in stores

Orange Advertising claims that the customer base in its stores includes 36% of CSP+ (customers with mobile subscriptions) and that the average time customers spend in the store is 25 minutes. This allows for up to 75 viewing opportunities per visit through one-minute advertising loops.

Targeted advertising using advanced tools

Targeted advertising uses Perion's adserver to leverage its audience graph and Orange's data, including geomarketing criteria from its GeoLife tool, transactional history, and sales dynamics by product categories. This allows for more precise and effective advertising tailored to customer behavior.

Converging DOOH with SMS/RCS campaigns

The convergence between DOOH and geotargeted SMS/RCS campaigns allows Orange Advertising to use 5 million opt-in contacts from its Orange Instants Partenaires program. Its geofencing technology, based on the telecom network, enables real-time targeting of consumers within 150 meters of a store without using GPS.

Measuring campaign effectiveness

Effectiveness of the advertising campaigns is measured using Orange's sales data, comparing the performance of stores that are exposed to advertising with those that are not. This helps evaluate the impact of the advertising on sales during the weeks of broadcast.

Pilot campaign and future activations

A pilot campaign was launched at the end of August 2026, with the first ads broadcast in 100 stores. Several advertisers have confirmed activations for the end of the year, combining display on the Orange website, the Orange TV home screen, DOOH in the store, and RCS messaging.

Expanding the Orange marketplace

The initiative continues the Orange marketplace, launched on September 22, which allows eligible partner sellers to use in-store advertising screens to promote product categories available on the platform. This further integrates advertising and sales within Orange's retail environment.