[Survey] Shopper Perception of In-Store Retail Media

Retail media has been called the third wave of advertising with more than 1 of every 6 dollars spent on digital ads in the US (17.8%) expected to go toward retail media in 2024. While the majority of retail media dollars to date have been spent online, the physical store’s audience is 70% larger than those on retailer websites.

The mass reach combined with the fact that the majority (85%) of sales occur in physical stores make in-store retail media a major opportunity for retailers and brands. Retailers evaluating different formats of in-store retail media should consider the impact digital media will have on their shopper experience.

To better understand the impact on shopper experience, our team surveyed 1,000+ grocery shoppers and asked them how different types of in-store retail media would affect their experience.

The report includes data on:

• How in-store retail media compares to other advertising channels
• How shoppers perceive displays in different parts of the store
• How age affects perception of in-store retail media