Tokmanni Opens Its In-Store Digital Screen Network to Programmatic Buying — ReTALE Brings Retail Media Within Reach of Media Agencies

8.4.2026

Retail media has become one of the most talked-about topics in marketing – and for good reason. For the first time, Finnish media agencies can now buy Tokmanni’s in-store digital screens programmatically. ReTALE developed the solution together with Tokmanni and IPG media agency.

The most critical moment in the purchase journey happens in-store

Marketing measurement has increasingly shifted to digital channels – yet one fundamental truth remains unchanged: a significant share of purchase decisions are still made inside a physical store. Right at the shelf, when a customer is weighing their options, a brand message can be the deciding factor.

Tokmanni reaches over 4 million contacts across all channels every week and the in-store audience alone exceeds one million visitors weekly. The digital screen network has launched in ten stores and will expand substantially during the year.

“We want to be a digitally mature retail media operator not just in terms of store network scale, but also through the quality of our technology solutions. As our digital screen network grows, it’s important to make it easier to buy advertising space and to ensure relevant content can reach the right audiences at the moment of purchase.”
— Mamo Vilkki, Marketing Manager, Tokmanni (Retail Media & In-Store Marketing)

A new way to buy: programmatic technology brings flexibility and efficiency

Until now, buying retail media has required separate processes and manual effort. That is changing.

ReTALE, together with Tokmanni and IPG media agency, has built a solution that enables programmatic buying of Tokmanni’s digital screen inventory via Adform technology. In practice, this means media agencies can integrate Tokmanni’s in-store media into broader campaign plans using the same tools and workflows they already use for other digital media.

The benefits are tangible:

Efficiency improves. Campaign planning, booking, and reporting are handled through a single workflow. Manual work is reduced and response times accelerate.
Targeting sharpens. Programmatic buying allows campaigns to be tied to relevant time slots, specific stores, and product categories.
Media planning simplifies. Tokmanni’s digital screens can now be included in the media mix just like any other channel – not as a separate silo, but as a natural part of a full campaign.

“Digital screens are a modern and agile campaign tool, and the buying process should be equally modern and agile. That’s why this is a significant step forward. Through programmatic buying, our retail media will be more discoverable and accessible than ever. Adform moves us toward more targeted retail media capabilities we haven’t been able to fully leverage before.”
— Mamo Vilkki, Marketing Manager, Tokmanni

Reaching the mainstream audience where purchasing happens

Tokmanni is not a conventional media channel. It is Finland’s largest discount retail chain, attracting over one million in-store visitors per week – a broad, demographically diverse audience reached precisely when they have active purchase intent.

The digital screens cover the most important touchpoints across stores from the entrance to cosmetics, home goods, and beyond, all the departments where customers have an active need.

This makes Tokmanni’s digital screen network a compelling addition to campaigns with the following objectives:

Reaching a mainstream audience at scale and cost-efficiently
Influencing purchase decisions at the exact moment they are made
Extending a digital campaign’s message into the physical environment

This is not simply about a new media channel. It is about building a media mix that covers the entire purchase journey, including its final and most critical stage.

“DOOH is going programmatic – sooner or later. That’s inevitable. And as agentic buying becomes more widespread, an automated buying pipeline won’t be a value-add. It’ll be the price of entry.”
— Christopher Fernandez, President Nordics, KINESSO (IPG Mediabrands)

The network is expanding and development continues

Tokmanni’s digital screen network has launched in ten stores and will multiply in scale during the course of this year. In parallel, ReTALE continues to develop the solution: the goal is to make buying retail media increasingly frictionless, transparent, and results-driven.

The pilot carried out with IPG media agency has demonstrated that programmatic retail media works – and that it delivers real value to both advertisers and agencies looking to build more effective campaign programmes.

“Tokmanni’s digital screens and store network form an exceptionally strong platform for retail media development, combining broad reach, proximity to the purchase moment, and brand impact in a uniquely powerful way. That is why we are currently expanding the digital screen network and developing the infrastructure to make buying advertising space as straightforward as possible.”
— Mamo Vilkki, Marketing Manager, Tokmanni

Find out what’s possible

Interested in how Tokmanni’s digital screen network could complement your clients’ media mix? Get in touch with the ReTALE team and we’ll help you find the right solution.