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"Can you show us a real case of how advertising affects sales?" is one of the first questions we hear when presenting a new media format.
So, from the very launch of HEALTH POINT, we decided not to stop at reach and potential impressions, but to test effectiveness in practice. Together with the ANC pharmacy chain, we ran a controlled experiment comparing sales of products with and without video advertising.
The result: an average uplift of +64.5% in pharmacies with advertising.
Why this test
We have written before that most purchase decisions are made in-store: according to a Tesco Media study, 71% of shoppers make their final decision while shopping. This is where impulse purchases happen, when a product that was never on the list ends up in the basket.
HEALTH POINT screens are located in the checkout area, where the basket is not yet final. So we asked a simple question: can video advertising at this moment drive impulse purchases?
How we ran the experiment
The scale of the ANC network allowed us to build a sufficient sample within a single city. We selected 22 pharmacies in Kyiv and split them into two groups of 11. The groups were matched by number of transactions, with equal footfall and identical promotional conditions. In one group, products were advertised on HEALTH POINT screens; in the other, they were not. The only difference was the presence of media support.
We chose ANC's own-label products for the test. This allowed us to select seasonally relevant products with broad appeal and work directly with our partner's data. In line with the NDA, we are not disclosing product names.
Content was part of the experiment too
In DOOH, simply transferring a standard layout onto a screen is not enough. Contact with the screen is brief: within a few seconds, you need to capture attention and show the product and its benefit.
That is why the 7-second videos were created by Studio by Identity Invest, our team that works with DOOH every day. They know what to emphasise and what to leave out so that the message is understood instantly.
What we found
4 weeks. 4 SKUs. A 20% discount on the selected products in both groups of pharmacies.
All four products showed growth where they were promoted on screen:
+96% / +63% / +58% / +41%
Behind these figures lies the key point: HEALTH POINT reaches shoppers when they are already in the pharmacy and their basket is not yet final. This moment works not only for brand discovery, but also as a trigger for impulse purchases.
What amplified the result
The discount gave shoppers an extra reason to notice the advertised product.
Seasonal relevance turned the advertising into a timely reminder of an existing need.
A short message and bold creative made the offer easy to grasp in seconds.
Broad appeal and an affordable price lowered the barrier to adding one more item to the basket.
Retail Media: more than performance
The test demonstrated HEALTH POINT's potential as a performance channel, with effectiveness measured by business metrics. But the checkout area also builds brand awareness. The screens guarantee visibility at the very moment when shoppers' attention is focused on health and self-care.
That makes HEALTH POINT relevant both for brands stocked in pharmacies and for health and care companies looking to reach this audience.
From placement to strategy
Effective Retail DOOH is more than access to a screen. We know our network, understand the context of each format and create content specifically for DOOH. That is why we work with brands end to end, from placement logic to creative tailored to the specific moment of contact.
Our thanks to the ANC pharmacy chain for their trust and for the opportunity to share these results.
Planning a campaign on HEALTH POINT? Get in touch. We know the right formula.
