Survey of 100 retail media buyers and decision-makers finds marketers see a full-funnel role for in-store media, while scale, measurement and cross-functional ownership still shape how much value they capture
In-store retail media is increasingly viewed as a full-funnel channel, but the way marketers plan, measure and organize around it has yet to catch up, according to new research from Interactive Advertising Bureau (IAB) and Grocery TV.
The report, In-Store Retail Media’s Full-Funnel Opportunity, surveyed 100 retail media buyers and decision-makers with active in-store retail media investments to understand how marketers are using the channel today, where they see the most value, and what could drive further investment.
The findings point to an industry moving beyond the traditional view of in-store as primarily a point-of-purchase or shopper marketing tactic:
- Marketers see in-store as a full-funnel channel. More than 90% of respondents rated awareness or reach, consideration, sales lift, and repeat purchase or loyalty as important or essential metrics for evaluating media investments.
- In-store is increasingly relevant to teams beyond shopper marketing. Organizations with dedicated retail media and national media or brand teams are more likely to report fully leveraging in-store media, while organizations where shopper or trade marketing owns the channel are more likely to report underutilization.
- Scale is a leading consideration for investment. Fifty-nine percent of respondents ranked inventory and scale among their top three factors when evaluating in-store digital media investment, ahead of measurement opportunities and cost/CPM.
- Many marketers see room to get more from the channel. Forty-three percent of respondents said their organization is underutilizing its in-store retail media investment.
“In-store media is becoming an increasingly important part of retail media’s evolution,” said Collin Colburn, VP, Commerce & Retail Media, IAB. “For marketers, the question now is how to integrate in-store into their media strategy in a way that makes sense for their objectives, teams and investment priorities.”
The research, powered by IAB’s Insights Engine, also identifies measurement and activation as practical barriers to further investment. Activation complexity and measurement limitations tied as the top barriers, each cited by 27% of respondents, followed by a lack of creative resources at 23%. At the same time, proof of performance and better KPI alignment across teams were the two factors marketers cited most often as reasons they would be more likely to invest in in-store media.
“In-store has traditionally lived within shopper marketing, but our research shows that marketers are beginning to see a bigger role for the channel,” said Marlow Nickell, co-founder & CEO, Grocery TV. “National media, brand and retail media teams bring different objectives, budgets and measurement approaches to the conversation. Bringing those perspectives together can help marketers incorporate in-store more deliberately into the media plan.”
With 43% of marketers saying they're already underutilizing the channel, the opportunity is less about proving in-store belongs in the media plan and more about giving teams the scale and measurement to invest in it fully.
Download the full report today: In-Store Retail Media’s Full-Funnel Opportunity.
Methodology
This research was commissioned by Grocery TV and IAB and fielded online via IAB's Insights Engine, powered by Attest, in July 2026. It surveyed 100 US retail media buyers and decision-makers who plan, allocate, or influence retail media budgets and have active in-store retail media investments. Respondents represented brands, agencies, and retail media networks. For this study, in-store retail media refers to paid advertising within physical retail environments, including digital screens, audio, and displays, and excludes traditional merchandising and trade promotions.
