{
  "slug": "iab-and-grocery-tv-2026-10-06t21-3",
  "company": "IAB and Grocery TV",
  "headline": "43% of marketers underutilize in-store retail media, study finds.",
  "topic": "{Stash Edge — Retail & Shelf Play}",
  "source_name": "Supermarket News",
  "source_url": "http://www.bing.com/news/apiclick.aspx?ref=FexRss&aid=&tid=6ac561b764454c14bd36d6f790760088&url=https%3a%2f%2fwww.supermarketnews.com%2fretail-media%2falmost-half-of-grocers-are-underutilizing-retail-media-study&c=2903487101898726604&mkt=en-us",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/iab-and-grocery-tv-2026-10-06t21-3",
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      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ GOLD · Full-funnel retail media adoption survey · IAB and Grocery TV\n\n43% of marketers underutilize in-store retail media, study finds.\n\nThis is the quietest channel in retail. Every brand has the ability to put something on a shelf, but almost nobody is running it like media. Most POS is printed once and left to die. The play is to treat shelf signage like you treat email — test subject lines (messaging), measure open rate (shelf engagement), iterate on winners. The margin per dollar spent on in-store creative is higher than most channels because the customer is already in the store, already primed to buy.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/iab-and-grocery-tv-2026-10-06t21-3\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/iab-and-grocery-tv-2026-10-06t21-3\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/iab-and-grocery-tv-2026-10-06t21-3",
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      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ GOLD · Full-funnel retail media adoption survey · IAB and Grocery TV\n\n43% of marketers underutilize in-store retail media, study finds.\n\nThis is the quietest channel in retail. Every brand has the ability to put something on a shelf, but almost nobody is running it like media. Most POS is printed once and left to die. The play is to treat shelf signage like you treat email — test subject lines (messaging), measure open rate (shelf engagement), iterate on winners. The margin per dollar spent on in-store creative is higher than most channels because the customer is already in the store, already primed to buy.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/iab-and-grocery-tv-2026-10-06t21-3\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/iab-and-grocery-tv-2026-10-06t21-3\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/iab-and-grocery-tv-2026-10-06t21-3",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ GOLD · Full-funnel retail media adoption survey · IAB and Grocery TV\n\n43% of marketers underutilize in-store retail media, study finds.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/iab-and-grocery-tv-2026-10-06t21-3",
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    "substack": {
      "label": "Substack · Fending",
      "title": "43% of marketers underutilize in-store retail media, study finds.",
      "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 while marketers see a full-funnel role for in-store retail media, 43% say they are underutilizing the channel, per Supermarket News and The Shelby Report.\nHere's the cool part — the lever almost everyone misses (and you don't have to): if 43% of marketers are underutilizing in-store retail media, your brand can own the channel by doing what they are not — allocate a fixed percentage of media budget to in-store creative (shelf talkers, endcap signage, demo kits) and tie it to a specific conversion or basket-size metric. Most brands send one POS asset per quarter. Send four — test different messaging, measure which one moves margin, scale that one.\nWhat that means for you: This is the quietest channel in retail. Every brand has the ability to put something on a shelf, but almost nobody is running it like media. Most POS is printed once and left to die. The play is to treat shelf signage like you treat email — test subject lines (messaging), measure open rate (shelf engagement), iterate on winners. The margin per dollar spent on in-store creative is higher than most channels because the customer is already in the store, already primed to buy.\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 — Supermarket News: http://www.bing.com/news/apiclick.aspx?ref=FexRss&aid=&tid=6ac561b764454c14bd36d6f790760088&url=https%3a%2f%2fwww.supermarketnews.com%2fretail-media%2falmost-half-of-grocers-are-underutilizing-retail-media-study&c=2903487101898726604&mkt=en-us.)\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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