A joint survey by the Interactive Advertising Bureau and Grocery TV found that 43 percent of marketers say they underutilize in-store retail media, even as they recognize the channel's full-funnel capability, according to The Shelby Report. The research surfaces a meaningful adoption gap: marketers see the value, but most have not built the internal systems to activate it.
The channel works because it intercepts shoppers at the moment of highest commercial intent. A consumer standing in the aisle has already made the trip, navigated the store, and arrived at the category. In-store media closes the loop between awareness and conversion in a single environment, without the attribution lag of digital. The IAB/Grocery TV data confirms that marketers understand this mechanism, yet execution remains shallow.
The underutilization reflects structural friction, not strategic doubt. Most brands allocate media budgets by channel silos—digital, out-of-home, sponsorship—and in-store media often falls between teams. Procurement owns shelf placement, marketing owns awareness, and retail partnerships sit with sales. The result is a channel that everyone acknowledges but no single team owns. The 43 percent figure quantifies the cost of that organizational gap.
For a physical-product brand with distribution, the steal is straightforward. Start with a single retail partner and a modest screen buy during a promotional window. Coordinate in-store media with an on-pack offer or a new SKU launch so the screen drives a measurable lift at shelf. Use a simple creative format: product shot, benefit line, price or promo, location pointer. Run the test for four weeks, pull POS data, and compare the promoted aisle to a control store. The cost is often below $5,000 for a regional grocer, and the attribution is immediate.
The broader pattern is that in-store media rewards brands that can move fast and measure tightly. The IAB/Grocery TV survey reveals a channel with proven full-funnel utility and documented underuse. That combination creates pricing inefficiency. Screens in grocery, drug, and convenience remain cheaper per impression than most digital, and the audience is pre-qualified by physical presence. For a brand with shelf space and a clear conversion event, the play is to claim budget before the 43 percent closes the gap and rates normalize.
The next move is to treat in-store media as a conversion channel, not an awareness play. Measure it against promotional lift and margin per door, not reach. Run a tight test, document the result, and scale into more doors with the same creative system.
In-store retail media is underused by 43 percent of marketers despite full-funnel belief—opportunity for brands with shelf space to test and scale.
Editorial & Disclosure Notice: This article was written with artificial intelligence from public sources and is published without individual human review. Artificial intelligence and other digital tools are also used for research, analysis, editing, formatting, and production. Errors, omissions, outdated information, or inaccuracies may occur. References to companies, brands, products, services, organizations, or individuals are for informational and editorial purposes and do not imply endorsement, sponsorship, affiliation, partnership, or approval unless expressly stated. All trademarks and other intellectual property remain the property of their respective owners. Opinions, analysis, estimates, and commentary are informational only and should not be construed as financial, investment, legal, tax, medical, procurement, or other professional advice. Information may be corrected, clarified, or updated after publication. Corrections or removal requests: jenny@pops4.com.
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