Evolution of Retail Media

Digital in-store shoppers are on a mission and ready to buy

The retail media opportunity inside the store is enormous, but it’s largely untapped. Digital in-store sits at the intersectionof three key channels:

The Holdup

Interactive screens promise to take in-store advertising to a whole new level, but they require significant technical knowledge to develop and a heavy infrastructure lift to deploy.

The software must be up-to-date and able to reliably deliver ads, measurement, impressions, campaign flighting and reporting. Finally, support is required from a seasoned ad operations and sales team to sell media and run client campaigns.

This is starting to scale and over the next few years should grow tremendously with major retailers such as Walmart and Walgreens investing in these opportunities.

Why is this important?

More than 85% of all retail sales in the US still take place in the physical world, not online.

Grocery presents largest opportunity with 98% of grocery shoppers influence household purchase decisions, including finance, entertainment, insurance, and auto.

Retail Media no-longer just lower funnel as in-store opportunities grow, so does the reach potential and the ability to create high quality branding experiences. Reach in-store is much larger than .com and provides ability to reach untapped audiences who aren’t heavy digital users. Allows for reach of the ‘unreachables’.

Digital in-store medium increasingly viewedas a full-funnel ad medium

"In-store digital media will drive sales performance but the bigger opportunity may be brand advertising" says Andrew Lipsman, Principal Analyist at Insider Intelligence.

In-store also opens doors to potential of non-endemic advertisers such as Travel, Finance or Entertainment providing greater opportunity for Retail Media partners to scale and build profitability.