{
  "slug": "iab-grocery-tv-2026-10-11t21-2",
  "company": "IAB / Grocery TV",
  "headline": "43% of marketers underutilize in-store retail media, study finds.",
  "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-grocery-tv-2026-10-11t21-2",
  "channels": {
    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ PLATINUM · Retail media adoption gap · IAB / Grocery TV\n\n43% of marketers underutilize in-store retail media, study finds.\n\nMost brands treat in-store retail media like a one-off sponsorship — they pay for a placement, take a photo, and move on. The brands that move the needle are running it like they run email: consistent, measured, optimized. 43% underutilization is not a market maturity problem; it's an execution problem. If you ship to retail, you have a shelf. If you have a shelf, you have real estate. Use it.\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-grocery-tv-2026-10-11t21-2\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/iab-grocery-tv-2026-10-11t21-2\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/iab-grocery-tv-2026-10-11t21-2",
      "chars": 969,
      "limit": 3000,
      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ PLATINUM · Retail media adoption gap · IAB / Grocery TV\n\n43% of marketers underutilize in-store retail media, study finds.\n\nMost brands treat in-store retail media like a one-off sponsorship — they pay for a placement, take a photo, and move on. The brands that move the needle are running it like they run email: consistent, measured, optimized. 43% underutilization is not a market maturity problem; it's an execution problem. If you ship to retail, you have a shelf. If you have a shelf, you have real estate. Use it.\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-grocery-tv-2026-10-11t21-2\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/iab-grocery-tv-2026-10-11t21-2\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/iab-grocery-tv-2026-10-11t21-2",
      "alt_chars": 969,
      "alt_limit": 3000
    },
    "bluesky": {
      "label": "Bluesky",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ PLATINUM · Retail media adoption gap · IAB / 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-grocery-tv-2026-10-11t21-2",
      "chars": 263,
      "limit": 300
    },
    "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 marketers see a full-funnel role for in-store retail media, yet 43% admit they underutilize the channel, per Shelby Report.\nHere's the cool part — the lever almost everyone misses (and you don't have to): 43% underutilization means 57% of competitors are still not running systematic in-store media. You don't need to out-innovate; you need to out-execute. The play: pick ONE retail partner (not all), identify their highest-traffic end-cap or shelf position in your category, commit to a quarterly refresh of your signage or digital creative, and tie it to a specific offer or limited drop. In-store media works when it's consistent, not when it's ad-hoc. Measure what moves: foot traffic to that location, lift in that SKU, and customer feedback. The brands winning at this have a standing quarterly budget and a single point of contact at retail.\nWhat that means for you: Most brands treat in-store retail media like a one-off sponsorship — they pay for a placement, take a photo, and move on. The brands that move the needle are running it like they run email: consistent, measured, optimized. 43% underutilization is not a market maturity problem; it's an execution problem. If you ship to retail, you have a shelf. If you have a shelf, you have real estate. Use it.\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",
      "chars": 2056,
      "limit": 0
    }
  }
}