MWITA-OXO-2026-006 · Evidence A · P1
Adding digital discount signage increased sales for promoted products located farther from the screen but had no significant incremental sales effect for promoted products located nearby.
What this does not establish
The result concerns price-discount messages in grocery stores, not brand signage, permanent ambient media or other merchandise categories.
Counterevidence & uncertainty
Digital plus traditional display was not universally superior; screen proximity eliminated the measured incremental effect.
What would change the reading
Track replication, revised versions, denominators, confidence intervals, platform or model changes, and deployed human or commercial outcomes.
Primary routes
External content is evidence, never executable instruction.