According to a new survey from technology solutions provider Vistar Media and consumer research firm MFour, 95% of consumers felt either positive or neutral toward retail media ads. Visual formats are the most effective, according to the survey, with 72% of shoppers approving of parking lot screens as the first point of contact with the brand. In-aisle screens (68%) and storefront/entrance screens (64%) also have strong approval, which Vistar Media says proves their value in “guiding decisions and providing relevant product information” to shoppers. Only 4% of consumers reported that in-store ads detracted from their shopping experience. 50% of those who felt the ads improved their experience cited their visual appeal, while 34% valued the product information and 27% enjoyed the entertainment factor. 44% of shoppers surveyed said they made a purchase because of an in-store ad. Engagement was even stronger in specific placements, as 58% shoppers who viewed front entrance ads bought the advertised product immediately, and 31% of those who saw in-aisle ads redeemed a coupon or discount code. Among those exposed to parking lot ads, 32% went on to visit the brand’s website, and 19% of in-aisle viewers interacted with QR codes or digital links. 71% consumers said they were more likely to consider a brand they saw advertised, with in-aisle (78%) and storefront (76%) ads being the most effective at driving future purchase consideration.