{
  "slug": "grocery-tv-iab-2026-10-13t06-4",
  "company": "Grocery TV / IAB",
  "headline": "In-store retail media seen full-funnel; 43% of marketers underutilize the channel.",
  "topic": "{Stash Edge — Retail & Shelf Play}",
  "source_name": "The Shelby Report",
  "source_url": "https://theshelbyreport.com/2026/10/05/survey-marketers-see-full-funnel-role-for-in-store-retail-media/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/grocery-tv-iab-2026-10-13t06-4",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ SILVER · Retail media adoption and perception study · Grocery TV / IAB\n\nIn-store retail media seen full-funnel; 43% of marketers underutilize the channel.\n\nEvery marketer in the room knows in-store retail media matters. Almost half are still not using it. That is the definition of whitespace.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/grocery-tv-iab-2026-10-13t06-4\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/grocery-tv-iab-2026-10-13t06-4\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/grocery-tv-iab-2026-10-13t06-4",
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      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ SILVER · Retail media adoption and perception study · Grocery TV / IAB\n\nIn-store retail media seen full-funnel; 43% of marketers underutilize the channel.\n\nEvery marketer in the room knows in-store retail media matters. Almost half are still not using it. That is the definition of whitespace.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/grocery-tv-iab-2026-10-13t06-4\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/grocery-tv-iab-2026-10-13t06-4\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/grocery-tv-iab-2026-10-13t06-4",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ SILVER · Retail media adoption and perception study · Grocery TV / IAB\n\nIn-store retail media seen full-funnel; 43% of marketers underutilize the channel.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/grocery-tv-iab-2026-10-13t06-4",
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    "substack": {
      "label": "Substack · Fending",
      "title": "In-store retail media seen full-funnel; 43% of marketers underutilize the channel.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nIAB and Grocery TV research found that marketers increasingly view in-store retail media as full-funnel, yet 43% report underutilizing the channel—indicating a gap between perception and deployment.\nHere's the cool part — the lever almost everyone misses (and you don't have to): if 43% are underutilizing, it means the channel is under-leveraged and less crowded than digital. A small brand with modest media budget can test in-store shelf takeovers or point-of-sale video at a fraction of what it costs to chase digital. Start with one high-traffic retailer—a grocer or drugstore chain. Negotiate a shelf-end placement (endcap or secondary shelf) bundled with a 2-week retail media ad (video or print on their in-store network). Measure basket lift. If it works, scale to five more stores. Most competitors are skipping this; you are not.\nWhat that means for you: Every marketer in the room knows in-store retail media matters. Almost half are still not using it. That is the definition of whitespace.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — The Shelby Report: https://theshelbyreport.com/2026/10/05/survey-marketers-see-full-funnel-role-for-in-store-retail-media/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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