Digital advertising in a new era

This article is available for reading in Trade magazin 2025/10.

One is the rapid development of LED technologies, which is also reinforced by the growing consumer demand. Another notable area of innovation is e-paper. One of the main problems with digital signage systems has been high energy consumption and operating costs. E-paper helps with this, as it doesn’t require a constant power supply to operate. Digitális Reklám’s activities can be divided into two main areas, selling equipment and renting to exhibitors, e.g. kiosks, totem poles, LED walls, etc.

More favourable pricing, continuously increasing pixel resolution, and improved panel quality have significantly contributed to the growing popularity of LED solutions

Ágnes Péczely-Tóth
head of sales and
marketing
Digitális Reklám

“Our own cloud-based software has a graphical interface that is easily accessible and editable from a browser, which makes the daily work of graphic designers and exhibitors easier”,

reports Ágnes Péczely-Tóth, head of sales and marketing at Digitális Reklám.

One of their latest innovations is a shelf system equipped with infrared sensors and extended displays. Not only does it make the brand stand out from the crowd, but it also visually reinforces the brand image. Retail media has become an independent channel of strategic importance in the FMCG sector, because it builds the brand and increases sales at the same time.

Integrated communication

Attila Nagy
sales director
Auchan

Auchan is increasingly supplementing in-store communication with data-driven digital channels. The omnichannel approach that characterises their operations also applies here, which means that online and offline platforms are used in an integrated fashion.

“We also sell retail media tools in the form of package deals, which can be tailored to campaigns perfectly. Picking is also available: our partners can put together their own desired mix”,

informs Attila Nagy, sales director of Auchan.

During the campaign period advertisers are primarily interested in sales data, and Auchan is constantly improving its measurement efficiency. Manufacturer partners and advertisers have more and more complex requirements. Target group based planning is an expectation, which relies on first-party customer data from retailers and enables precise segmentation according to habits, frequency, basket equity and brand loyalty. Digital shelf labels, in-store displays, interactive terminals and touchscreen promotional points are now used in the store environment, but the level of integration varies.

Data-driven reach

Adrienn Németh
retail media sales lead
Tesco Media

Tesco Magyarország keeps investing in new methods, in order to make it possible for brands to reach customers at every stage of their shopping journey. Last year digital displays were introduced in 44 stores and this summer the network will be expanded to another 38 stores. These screens allow brands to run above-the-line campaigns with multiple touchpoints, leading to impressive results – including sales growth up to 56%.

“Clubcard reaches more than 2.7 million households, providing insight into actual shopping habits, which facilitates precise targeting”,

explains Adrienn Németh, senior retail media sales lead at Tesco Media.

Rossmann stores use large LCD displays and touch terminals for self-service checkouts, and one store is already testing digital shelf labels. These are integrated into the retail media strategy: the content running on digital signage devices is harmonised with social media campaigns.

Digital PromOOH – HOLOBOX in Allee Mall

HOLOBOX is a revolutionary holographic display that offers depth, spatial effect and interactive visualisation, making it the ideal platform for presenting Mercedes-Benz’s latest model. HOLOBOX is a 3D holographic display that can be enjoyed without glasses, resulting in a floating, realistic appearance.