About the study
In March 2026, Grocery TV surveyed 1,018 U.S. grocery shoppers about their attitudes toward in-store digital advertising. Respondents were shown before-and-after photos of 15 display formats across every major store zone and asked how each one would affect their shopping experience.
The results, produced in collaboration with Andrew Lipsman of Media, Ads + Commerce, make a clear case for where in-store retail media works and why.
Placement drives acceptance
The single biggest driver of shopper acceptance is where the screen lives. Formats in natural dwell zones, where shoppers are already paused or waiting, earned the highest favorable scores. Formats that blocked products or crowded aisles generated the most friction.
The entrance, deli, checkout, and pharmacy all scored in the 84–88% favorable range. Even ad-averse shoppers responded positively in these zones, which means placement alone can turn a skeptic into an acceptor.
Shopper receptivity has also grown since Grocery TV first ran this study in 2023. Checkout saw the biggest jump, going from 1 in 3 shoppers viewing it favorably to 1 in 2.
Content matters as much as placement
Promotions top the list for most shoppers, but the data gets more interesting by segment.
High-income shoppers (HH $125K+) convert at 83% after seeing an in-store ad, about 30 points above average, and respond the best to new product discovery. Deal seekers rely on in-store screens as a functional tool to find savings. Frequent shoppers are in the store every week, making them ideal for habit-building campaigns.
The store closes the loop
62% of shoppers have purchased something directly after seeing it on an in-store screen. In-store ranks as the number one channel for product discovery, and more than 3 in 4 shoppers make impulse purchases.
Key takeaways
For retailers: Start with proven zones, match content to the moment, and your in-store retail media network will strengthen your customer experience instead of competing with it.
For brands: Show up across the full store and make your creative contextual. Shoppers are 2.5x more likely to consider a brand when the ad fits the environment they're in.
View the full report for zone-by-zone data, demographic breakdowns, and creative guidance.
