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Inside Retail
Trends
- 1IAB Study Finds 43% of Marketers Underuse In-Store Retail Media●Research/Analysis: IAB Study Says 43% of Marketers Underuse In-Store Retail Media
A new IAB study finds that 43% of marketers are underusing in-store retail media, suggesting significant untapped potential in advertising placed inside physical retail environments. The research points to a gap between the rapid growth of retail media networks and how much of that spending is actually reaching brick-and-mortar channels. Industry observers see this as a signal that in-store formats remain an underexploited part of the retail media boom.
- 2In-store retail media evolving beyond shopper marketing, study finds●Grocery TV research finds the in-store media is evolving beyond shopper marketing
New research from Grocery TV indicates that in-store media networks are expanding their role beyond traditional shopper marketing, positioning screens and retail media inside grocery stores as a broader advertising channel. The findings suggest brands and retailers are treating in-store media as a growing part of media plans, with measurement and reach increasingly comparable to other digital channels.