✉news BusinessRetail first seen 10 h ago, last 7 h ago, peak #13
IAB Study Finds 43% of Marketers Underuse In-Store Retail Media
Original: 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.
Why now: Retail media is one of the fastest-growing areas of advertising, and findings about its underuse in physical stores matter to marketers planning budgets.
IABmarketersin-store retail media
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Evidence
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