# 43% of marketers underutilize in-store retail media despite recognizing full-funnel impact, IAB study reveals

*The gap between awareness and execution creates an opening for physical product brands willing to test screens and shelf-edge placement.*

By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC.
Published 2026-10-11.

Canonical: https://www.pops4.com/stash/articles/in-store-retail-media-market-study-2026-10-11t12-4
Subject: In-Store Retail Media (Market Study)
Tags: retail media, in-store marketing, grocery retail, cpg, shelf marketing, point of sale

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**43%** of marketers admit they are underutilizing in-store retail media, according to research released by the Interactive Advertising Bureau and Grocery TV. The same study shows those marketers recognize the channel works across the full funnel—from awareness to conversion—creating a documented gap between strategic understanding and tactical deployment.

The underutilization is not a matter of disbelief. Marketers told IAB researchers that in-store retail media delivers measurable results at multiple stages: it builds brand awareness in the aisle, influences consideration at the moment of shopping decision, and closes sales when the consumer is standing in front of the shelf. The problem is execution. Brands acknowledge the channel works but have not yet built the internal workflow, creative pipeline, or vendor relationships to activate it consistently.

The mechanism here is behavioral timing. In-store retail media—screens mounted near checkout lanes, endcaps, or integrated into shelf-edge displays—reaches the consumer at the highest-intent moment in the purchase journey. Unlike social or search, where the consumer scrolls past or clicks away, the shopper in-store has already committed time and money to the trip. A message delivered in that environment does not compete with distraction; it competes with inertia. The brand that shows up on the screen while the consumer stands in the aisle earns consideration by default.

The underutilization gap creates asymmetric opportunity for smaller physical product brands. While larger CPG companies debate internal process and budget allocation, a solo founder or small team can move faster. The cost to test in-store retail media has dropped. Grocery TV and similar networks allow brands to buy regional or store-level placements without negotiating national contracts. A brand can run a **two-week test** in **20 stores** for under **$2,000**, track lift at those specific locations, and scale only if the data supports it.

The steal is straightforward. First, identify the retail chain that already carries your product or a close competitor. Contact the chain's retail media vendor—most grocery and drugstore chains now publish vendor lists on their trade marketing pages. Request a rate card and available inventory for your category's aisle or the checkout zone. Second, create **three static creatives**: a product shot with price, a use-case image, and a testimonial or claim backed by a number. These do not require motion graphics. A single frame with bold text and high contrast will outperform a poorly executed video. Third, buy a **two-week placement** in a defined geography where you can measure incremental sales through the retailer's scan data or your own shipment records. Compare the test stores to a control set. If you see **10% lift or better**, expand to the next market.

The broader pattern is that in-store retail media is moving from experimental budget to mainline activation, but the majority of brands have not yet built the muscle. The **43%** underutilization figure is an admission that the channel is proven but not yet operationalized. For the marketer willing to move this quarter, that gap is a timing advantage that will not last.

## The takeaway

In-store retail media delivers full-funnel results, but 43% underutilization means early movers can test placements cheaply and scale before competition catches up.

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## Publisher

**Hako Shikin LLC** — Virginia Beach, Virginia. Founded 1997. ASI 217876 · DUNS 18-204-6339.
Principal and author: **Jenny Huang Goodman MPA MSc MHSA**.

- Author: https://www.huanggoodman.com/about
- LLM context: https://www.pops4.com/stash/llms.txt
- MCP endpoint, for AI agents: https://mcp.pops4.com/mcp
- Client dashboard: https://dashboard.pops4.com/
- Catalogue: 70,000+ products, 200+ brands