{
  "slug": "iab-and-grocery-tv-2026-10-09t18-1",
  "company": "IAB and Grocery TV",
  "headline": "43 percent of marketers say they underutilize in-store retail media.",
  "topic": "{Stash Edge — Retail & Shelf Play}",
  "source_name": "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/iab-and-grocery-tv-2026-10-09t18-1",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ DIAMOND · Full-funnel retail media adoption study · IAB and Grocery TV\n\n43 percent of marketers say they underutilize in-store retail media.\n\nIn-store retail media is the channel every brand walks past and ignores because it feels unsexy next to programmatic. But if nearly half of marketers are sitting on unused floor space while their paid ads run elsewhere, the math is backwards. You're paying for eyeballs on a screen when your actual buyer is three feet from the product. Audit your retail footprint this week—call three store managers and ask what media inventory they have available. Print one offer, test one store, measure one SKU. That's a week of work that most competitors haven't done.\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-2026-10-09t18-1\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-2026-10-09t18-1\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/iab-and-grocery-tv-2026-10-09t18-1",
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      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ DIAMOND · Full-funnel retail media adoption study · IAB and Grocery TV\n\n43 percent of marketers say they underutilize in-store retail media.\n\nIn-store retail media is the channel every brand walks past and ignores because it feels unsexy next to programmatic. But if nearly half of marketers are sitting on unused floor space while their paid ads run elsewhere, the math is backwards. You're paying for eyeballs on a screen when your actual buyer is three feet from the product. Audit your retail footprint this week—call three store managers and ask what media inventory they have available. Print one offer, test one store, measure one SKU. That's a week of work that most competitors haven't done.\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-2026-10-09t18-1\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-2026-10-09t18-1\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/iab-and-grocery-tv-2026-10-09t18-1",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ DIAMOND · Full-funnel retail media adoption study · IAB and Grocery TV\n\n43 percent of marketers say they underutilize in-store retail media.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/iab-and-grocery-tv-2026-10-09t18-1",
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    "substack": {
      "label": "Substack · Fending",
      "title": "43 percent of marketers say they underutilize in-store retail media.",
      "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 see a full-funnel role for in-store retail media, yet 43 percent acknowledge they underutilize the channel.\nHere's the cool part — the lever almost everyone misses (and you don't have to): 43 percent underutilization means your competitor is leaving floor space and checkout lanes empty while claiming they're omnichannel. Run a 12-week in-store media test at one retailer—shelf talkers, register displays, endcap signage—and tie it to a trackable offer code. Measure lift against baseline sales in that location. Most brands test digital first; test the physical channel your customer walks through every week instead.\nWhat that means for you: In-store retail media is the channel every brand walks past and ignores because it feels unsexy next to programmatic. But if nearly half of marketers are sitting on unused floor space while their paid ads run elsewhere, the math is backwards. You're paying for eyeballs on a screen when your actual buyer is three feet from the product. Audit your retail footprint this week—call three store managers and ask what media inventory they have available. Print one offer, test one store, measure one SKU. That's a week of work that most competitors haven't done.\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 — 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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