Why In-Store Retail Media Doesn’t Get the Budget It Deserves? One of the more in
By Todd Hassenfelt · June 4, 2026 · Curated by George's Blog
Why In-Store Retail Media Doesn’t Get the Budget It Deserves?
One of the more interesting discussions at Path to Purchase InstitutePath to Purchase Institute Retail Media Summit 2026 with a panel of Albertsons Media CollectiveAlbertsons Media Collective, CVS PharmacyCVS Pharmacy, Mars United CommerceMars United Commerce, Grocery TVGrocery TV , and moderated by Andrew LipsmanAndrew Lipsman with Media, Ads + CommerceMedia, Ads + Commerce.
A few takeaways:
QUALITY CREATIVE MATTERS!!!
🔹 New research continues to show strong consumer acceptance of in-store media, particularly at the front of store, checkout, pharmacy, and deli.
🔹 The biggest barriers aren’t always performance-related. Retailers often face challenges around customer experience, capital investment, and organizational alignment between merchandising and retail media teams.
🔹 There’s still real tension between maximizing media revenue and protecting the shopping experience. The best programs are finding ways to do both.
🔹 Brands love in-store media when it’s tied closely to the point of purchase, but scaling those opportunities across retailers remains a work in progress.
🔹 It’s no longer proving in-store retail media works. The challenge is operationalizing it at scale without compromising the customer experiences.
#instore #decision