Retailers Pivot In-Store Media from Shopper Tactic to Full-Funnel Strategy

Marketers are moving beyond the legacy view of in-store advertising as a mere point-of-purchase tool. According to a survey of 100 industry decision-makers, over 90% of respondents now weigh awareness, reach, and repeat-purchase metrics as essential for their investment strategies. This transition reflects a desire to treat checkout screens and digital displays as components of a holistic media plan rather than isolated trade promotions.

Despite this shift, the industry reports significant friction. Nearly half of the surveyed buyers admitted that their organizations currently underutilize in-store media assets. Collin Colburn, VP of Commerce & Retail Media at the IAB, noted that the challenge lies in integrating these physical touchpoints into broader media objectives. Organizations that keep in-store media strictly under the purview of shopper marketing teams are failing to capture full value, whereas those involving national brand and retail media teams report higher levels of success.

Measurement limitations and activation complexity remain the most significant barriers to scaling these investments, cited by 27% of respondents. Marlow Nickell, CEO of Grocery TV, emphasized that the disconnect often stems from conflicting objectives between brand and retail teams. To unlock further growth, companies must align KPIs across these departments, moving toward a unified approach that treats the physical store as a critical, data-driven node in the consumer journey.