- News
- August 28, 2025
Shell Accelerates Retail Media Strategy with New Sales Team and 650+ Digital Screens Across the Netherlands
Shell is accelerating its retail media strategy with the launch of a dedicated media sales team and a significant expansion of its digital screen network across Shell forecourts and convenience stores in the Netherlands.
This initiative marks a major step forward in Shell’s commitment to enhancing the customer journey through digital innovation, while offering brands and media agencies a powerful, high-impact platform to engage with millions of consumers at key moments.
“Retail media is one of the fastest-growing channels in advertising, and Shell is uniquely positioned to lead in this space,” said Valerie Pans, Marketing Manager Shell Mobility BeNeLux & France.
With 2 million visits per week that spend over 8 minutes on our locations in the Netherlands, we are perfectly positioned to help brands grow. “By expanding our digital footprint, we’re creating a premium, data-driven media network that delivers value to both customers and advertisers.”
A New Dedicated Team
The newly formed sales team will operate under the Shell brand and be managed by RetailMedia.One, Shell’s exclusive commercial gateway for all retail media in the Netherlands. RetailMedia.One will be responsible for building strategic partnerships with media agencies and brands, offering both direct bundled media packages and programmatic access to Shell’s screen inventory.
“We’ve been working closely with Shell for over a year to build the foundation for a scalable, client-centric retail media business,” said Mark Stockx, Co-founder of RetailMedia.One. “This next phase allows us to accelerate, bringing together commercial focus, tech partners, and measurable impact for brands. Shell has the scale, attention, and intent to make retail media truly deliver for advertisers.”
Shell is committed to transparency, innovation, and delivering measurable value to advertisers through bundled and programmatic media solutions.
Continued Partnership with CS Advanced Technology and MyAdbooker SSP
Shell also reaffirms its long-standing partnership with CS Advanced Technology, continuing to leverage the MyAdbooker SSP for programmatic media buying, providing the technology infrastructure for Shell’s digital screens and support programmatic transactions via MyAdbooker.
This ensures seamless access for media buyers who prefer to activate campaigns through their preferred demand-side platforms (DSPs), while maintaining transparency and pricing integrity across all sales channels.
Digital Screen Expansion
Shell is investing in the rollout of over 650 new digital screens across its network, including Customer Interaction Screens (CIS) at fuel dispensers and Shopfront Screens at convenience store entrances. These screens are designed to deliver dynamic, contextually relevant content—from fuel confirmations to branded advertising and promotions.
By Q1 2026, it is planned to expand to over 1,000 interactive screens at the pump or charger.
Media Contact
For more info email: Mark@retailmedia.one
