In-store retail media can influence shoppers throughout the purchase journey, but marketers aren’t yet planning and measuring the channel to its full potential. New research from IAB and Grocery TV surveyed 100 retail media buyers and decision-makers with active in-store investments to understand how they’re using the channel today, where they see the most value, and what could unlock further investment.
Read the report to learn:
- Why marketers see in-store as a full-funnel channel, from building awareness and consideration to driving sales and repeat purchase or loyalty.
- Where measurement still lags behind the opportunity, including the gap between the outcomes marketers believe in-store can drive and the KPIs they use to measure it.
- How organizational ownership relates to in-store utilization, including what organizations that fully leverage the channel do differently.
- What buyers prioritize when evaluating in-store media investments, including why 59% rank inventory and scale among their top three considerations.
