The physical store becomes the ideal media channel for short-form video according to a new video study

Schibsted’s new Video Study 2026 shows that several communication objectives can be achieved even with very short exposures — such as reminding people to buy, reinforcing existing memories, or triggering emotions. According to the study, the first seconds are decisive and short formats are highly effective, making retailers’ digital in-store screens an ideal channel for short, clear and conversion-driven communication.

And when new technology makes it possible to combine real-time data on who actually saw the message with the ability to buy audiences inside the physical store, an entirely new media logic emerges. Instead of buying “space” or share of voice, brands can buy measurable contacts in the most purchase-proximate environment there is — the store, where consumers can act immediately.

“This gives the store a unique position as a media channel, especially when the customer is already mentally ready to take in the information,” says Michael Lemner at BizLab.

What’s new: Short-form video + store = impact in a real purchase situation

As video becomes the fastest-growing format in marketing, the rules of the game for brands are changing. But the biggest untapped opportunity is not simply to produce more video — it’s to show it in the right context.

“Schibsted’s study shows that half of attention happens within the first two seconds. In-store, that’s exactly where the battle is won or lost — which is why short-form video is the most logical format for retail media close to the point of purchase,” says Christian Bönnelyche at BizLab

“In a physical store, the audience is already in ‘buy mode’. That makes short-form video a perfect reminder, a trigger and a clear guide — rather than a long story that requires time,” Christian adds.

Video is an ecosystem — and the store is the converting link

Short-form video should not replace other video formats. It should reinforce messages when the customer is mentally available and close to the product. That’s why it becomes even more powerful when connected to campaigns in social channels and other digital environments.

Longer formats can create interest and preference in digital channels, while short, tailored in-store video can drive the final step — when the product is within reach.

The key: create for 1–3 seconds of real viewing

In-store, as in many digital feeds, attention is brief. The impact is created early — or not at all.

“Impact is not created by ‘being seen for longer’, but by being seen in the right way at the start — distinct, clear and with the brand present immediately,” says Christian.

Three principles for short-form video in-store

• Win the first two seconds: brand, product and message immediately.

• Build for context: adapt the message to store location, time and situation.

• Measure and optimize: test variations and adjust in real time based on actual exposure and response.

Retail media in-store: from space to audiences — and from assumptions to data

Traditionally, physical retail has sold space and “share of voice”. The next step is to sell measurable contacts and audiences, using the same kind of data logic advertisers are used to online. This enables stores to capture a larger share of the advertising budgets that otherwise end up on digital platforms.

“When retail can show who is reached, in what situation, and with what impact, then in-store digital screens become a channel advertisers can plan like online — with one decisive difference: proximity to purchase,” concludes Michael Lemner.

About BizLab
BizLab develops AI-driven analytics and retail media solutions for physical retail. The platform helps retailers understand their visitors in real time and enables audience-adapted communication on digital in-store screens — with data that supports planning, optimization and reporting.