{
  "slug": "marketers-iab-grocery-tv-survey-2026-10-05t18-5",
  "company": "Marketers (IAB / Grocery TV survey)",
  "headline": "43 percent of marketers underutilize in-store retail media, per IAB and Grocery TV.",
  "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/marketers-iab-grocery-tv-survey-2026-10-05t18-5",
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    "linkedin": {
      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ STEEL · Retail media channel underdeployment · Marketers (IAB / Grocery TV survey)\n\n43 percent of marketers underutilize in-store retail media, per IAB and Grocery TV.\n\nThis is the finding that doesn't require a new platform or a retool. Marketers are already trained to buy digital ads; they just haven't extended that muscle into physical retail. The survey is basically saying: your shelf has inventory, your retailer wants to sell it, and you're not bidding on it. That's an arbitrage opportunity for any brand with distribution. The brands winning are not doing anything fancy — they're just buying the space their competitors are ignoring.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/marketers-iab-grocery-tv-survey-2026-10-05t18-5\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/marketers-iab-grocery-tv-survey-2026-10-05t18-5\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/marketers-iab-grocery-tv-survey-2026-10-05t18-5",
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      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ STEEL · Retail media channel underdeployment · Marketers (IAB / Grocery TV survey)\n\n43 percent of marketers underutilize in-store retail media, per IAB and Grocery TV.\n\nThis is the finding that doesn't require a new platform or a retool. Marketers are already trained to buy digital ads; they just haven't extended that muscle into physical retail. The survey is basically saying: your shelf has inventory, your retailer wants to sell it, and you're not bidding on it. That's an arbitrage opportunity for any brand with distribution. The brands winning are not doing anything fancy — they're just buying the space their competitors are ignoring.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/marketers-iab-grocery-tv-survey-2026-10-05t18-5\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/marketers-iab-grocery-tv-survey-2026-10-05t18-5\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/marketers-iab-grocery-tv-survey-2026-10-05t18-5",
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    "bluesky": {
      "label": "Bluesky",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ STEEL · Retail media channel underdeployment · Marketers (IAB / Grocery TV survey)\n\n43 percent of marketers underutilize in-store retail…\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/marketers-iab-grocery-tv-survey-2026-10-05t18-5",
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    "substack": {
      "label": "Substack · Fending",
      "title": "43 percent of marketers underutilize in-store retail media, per IAB and Grocery TV.",
      "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 👇\nAn IAB and Grocery TV survey found that while marketers increasingly view in-store retail media as a full-funnel channel, 43 percent report underutilizing it relative to its potential.\nHere's the cool part — the lever almost everyone misses (and you don't have to): your competitor's media budget already has room for in-store retail media — they're just not filling it yet. Audit whether your brand has active buys on in-store displays, shelf tags, or endcap media at your top three retailers. If not, call those retailers' media sales teams this week and ask what placement is available in your category in the next 60 days. Price it out. Retail media is typically cheaper than digital paid ads and reaches people at the moment of purchase intent. The barrier is not cost; it's attention. Get one in-store media buy live — even a small one — and measure it against your digital spend. Most brands will find the retail media dollar works harder.\nWhat that means for you: This is the finding that doesn't require a new platform or a retool. Marketers are already trained to buy digital ads; they just haven't extended that muscle into physical retail. The survey is basically saying: your shelf has inventory, your retailer wants to sell it, and you're not bidding on it. That's an arbitrage opportunity for any brand with distribution. The brands winning are not doing anything fancy — they're just buying the space their competitors are ignoring.\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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