![[Report] In-Store Retail Media: The Key to Driving Incremental Reach for Brands](/content/images/2025/05/GTV-Incremental-Study-1.jpg)
What Is Incremental Reach and Why Does It Matter?
With growing pressure to make every media dollar count, incremental reach has become a key metric for understanding how to drive real growth.
In partnership with sample provider MFour, Grocery TV surveyed 500 consumers to measure behaviors across different channels and assess how effectively in-store retail media reaches unique audiences.
The study calculated incremental reach against individual channels and across all channels. The results revealed how in-store media not only broadens campaign coverage, but also connects with entirely new audiences—expanding impact, not just impressions.
In-Store Retail Outperforms All Other Channels
Compared to single-channel campaigns, in-store retail media delivered:
+96.2% incremental reach when added to a display/online video campaign
+57.3% incremental reach when added to a campaign using linear TV only
+39.4% incremental reach when added to an onsite-only campaign
On average, pairing in-store retail media with any other channel increases campaign reach by 49%.
In-store retail media also drives the highest exclusive reach– 185% greater than other channels– representing those who only visited the grocery store and did not interact with any other channel.
To view incremental reach across all channels view the report here.
Where Attention and Purchase Intent Align
Unlike most media channels, the grocery store delivers a rare combination of authentic attention and high-intent behavior. It’s one of the most frequently visited channels—second only to social media—but with a crucial difference: shoppers are in decision-making mode. In-store retail media also ranked highest in influencing consideration and purchase intent proving the value of the channel.
In-Store Media is an Essential Part of Your Media Plan
- Reach the unreachable: Grocery advertising delivers incremental reach from traditional channels like display and linear TV making it an essential part of your plan.
- Capture authentic attention: Consumers are most receptive to advertising in the grocery store as it is useful and serves an immediate purpose.
- Drive conversion where it counts: Put your brand in front of customers where purchase intent and consideration are highest.
View the full report to get a closer look at the research proving in-store retail media’s ability to reach new audiences and influence real-world buying decisions.
