We partnered with IAB to survey retail media buyers who are already investing in
By Marylayden · October 2, 2026 · Curated by George's Blog
We partnered with IAB to survey retail media buyers who are already investing in in-store, and my biggest takeaway is that the channel is growing beyond just shopper marketing.
Buyers told us they see it working across the whole funnel. It builds awareness, drives consideration, moves sales, and brings shoppers back. Thats a much bigger role than a final nudge at the shelf, which is how a lot of teams still plan for it.
The catch is that measurement hasn't caught up. Most teams are still tracking in-store with the KPIs they'd use for shopper marketing, so they're missing a lot of the value driven earlier in the journey.
If in-store retail media still lives only in your shopper marketing budget, this ones worth a read. Link below 👇
https://lnkd.in/gFxvY8R2
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