In-Store Retail Media Underutilized by Buyers
Nearly half of media decision-makers struggle to fully leverage in-store advertising platforms, creating a gap in campaign ROI.
Updated on Oct. 1, 2026 in Advertising
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New research from the IAB and Grocery TV indicates that 43% of surveyed retail media buyers are currently underutilizing their in-store investments. The report highlights a disconnect between the high value placed on full-funnel metrics and the practical barriers preventing effective execution.
Why it matters
Marketers are prioritizing proof of performance and KPI alignment to justify increasing investment levels, but structural hurdles remain. Addressing these operational friction points is essential for operators looking to convert reach and awareness into measurable sales lift and customer loyalty.
A survey of 100 retail media buyers found 43% are underutilizing their in-store investment, while 90% view full-funnel metrics—including sales lift and loyalty—as critical. Additionally, 59% of buyers ranked inventory and scale as their top investment drivers.
The players
IAB
An industry association representing the digital advertising ecosystem, focused on setting technical standards and research for media businesses.
Grocery TV
A digital advertising network that provides in-store retail media hardware and software solutions to grocery retailers.
The details
The research highlights that while buyers seek to align retail media with broader business goals, execution remains complex. Specifically, 27% of respondents identified activation complexity and measurement limitations as top barriers, while 23% cited a lack of creative resources. Companies are currently struggling to bridge the gap between initial investment in store-based platforms and the operational capacity required to manage them effectively.
Timeline
October 1, 2026: The IAB and Grocery TV published the findings of their retail media research.
Market Landscape
The study highlights a persistent gap in execution capability that follows the pattern of the IAB's ongoing industry standards for retail media measurement. It signals that until operational complexities are addressed, the promise of full-funnel retail media remains constrained.
Operators should evaluate their current in-store media tech stack to identify if activation complexity or creative resource gaps are hindering their return on investment. If measurement limitations are a factor, prioritize platforms that offer integrated, automated reporting capabilities.
The takeaway
The primary insight is that investment in retail media is currently outpacing the operational readiness of the buyers responsible for managing those campaigns. To capture value, firms must prioritize simplifying the creative workflow and ensuring that measurement tools align with core loyalty metrics.
Further reading
For more context on how brands manage multi-channel campaigns, explore the Advertising section.
Source note: This article includes information reported by Mass Market Retailers.
Live Poll
Do you feel in-store retail media influences your shopping decisions in a positive way?
