Most purchases happen in physical stores, yet only a fraction of retail media budgets reach them. Budgets follow what can be targeted, bought and proven, and the store offered none of the three. This WOO members’ webinar, led by AiOO founder and CEO Hammad Benjelloun, explores how AI closes that gap.
14th October 2026 · 1pm UK
Registration is now open
Retail media has become one of the fastest-growing lines in the advertising economy, but the money has flowed overwhelmingly to retailers’ websites and apps. The store – where the great majority of transactions are still completed – has been left with the smallest share of the budget, not because it lacks audience, but because it has lacked the infrastructure that digital took for granted: a way to target, a way to buy and a way to prove.
The webinar sets out how that is changing. It looks at how AI turns DOOH and in-store screens into a channel brands can activate in real time, buy programmatically, and measure through the full shopping journey to the checkout. Observed, not modelled. Because digital never won on audience. It won on proof.
The three things the store never offered
Media budgets are not sentimental. They go where a planner can define an audience, a trading desk can execute a buy, and a CFO can see a result. For two decades the store has struggled on all three counts, and retail media has simply followed the path of least resistance online.
Targeted
Who is in front of the screen right now, and what are they there to buy? Without a live answer, in-store inventory is sold on footfall averages rather than audiences.
Bought
Digital budgets are increasingly programmatic and omnichannel. Inventory that cannot be bought the same way, in the same plan, is left out of the plan.
Proven
Modelled uplift studies arrive weeks later and rarely survive a finance review. Digital won because it could connect exposure to outcome, and the store could not.
What the webinar will cover
Hammad Benjelloun will walk through how a full-stack retail media platform built for physical retail addresses each of those gaps in turn, with the emphasis on what is already operational rather than what is theoretically possible. Expect the session to cover:
01
Real-time audience analysis and activation
How AI reads the audience in front of DOOH and in-store screens as it changes through the day, and triggers the right creative for the right shopper moment.
02
Programmatic buying for physical retail
Making in-store and DOOH inventory addressable through the same demand-side platforms and omnichannel plans that already carry the online budget.
03
Live campaign optimisation
Adjusting delivery in flight against observed store behaviour rather than waiting for a post-campaign report.
04
Closed-loop attribution to the checkout
Connecting ad exposure to purchase outcomes at the till, so campaign performance is measurable, predictable and repeatable – observed, not modelled.
Together, these are the mechanics by which in-store retail media can start to claim a share of budget proportionate to its share of purchases – and, for Out of Home media owners, the route to positioning their screens as a retail media channel rather than an adjacency to one.
Why WOO runs these webinars
Retail media, programmatic trading, data and measurement, and the impact of AI sit at the centre of WOO’s strategic agenda. They were among the priorities President Tom Goddard set out at the London Congress in June, and they run through the Regional Forum programme in Warsaw in October. Webinars are how WOO takes that agenda beyond the conference room and puts it in front of members wherever they are, at no cost, in the time it takes to drink a coffee.
Each session brings a practitioner who is actually building the thing under discussion to a global audience of media owners, national associations, specialists and suppliers, with the chance to put questions directly. The recordings then join WOO’s library of member resources, so the thinking is available on demand to teams across every time zone. For an industry that is growing strongly but still, in Goddard’s words, needs to “play the data and numbers game”, this is precisely the kind of practical knowledge that helps members turn a growth story into a share-of-budget story.
Observed, not modelled. Because digital never won on audience. It won on proof.
Hammad Benjelloun, AiOO
About the speaker
Webinar speaker
Hammad Benjelloun
CEO and Founder, AiOO
Hammad Benjelloun is CEO and founder of AiOO, the full-stack retail media platform built for physical retail and Digital Out-of-Home. AiOO brings the tech infrastructure that was missing: real-time audience analysis and activation, live campaign optimization, and closed-loop attribution connecting ad exposure to purchase outcomes. Campaign performance that is measurable, predictable, and repeatable.
Hammad started his career in capital markets at Lehman Brothers — a foundation he carried into adtech, before building and exiting multiple ventures in programmatic advertising. He is now focused on giving physical retail the media standard it deserves.
Date
14th October 2026
Time
1pm UK
Format
Online webinar with live Q&A
Free for WOO members
Speaker
Hammad Benjelloun
CEO & Founder, AiOO
