In-Store Retail Media 2023

Why Brands Should Use Physical Stores as the Next Major Media Channel

Report by Andrew Lipsman  | Mar 16, 2023
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Table of Contents
Executive Summary
Digitization of the physical store is an emerging media opportunity for brands.
In-store retail media provides high-quality branding experiences.
In-store retail media is gaining brand adoption and still has significant upside.
In-store retail media is the next reach medium.
Physical stores provide incremental brand reach beyond Amazon.
In-store retail media reaches ‘the unreachables.’
In-store retail media is well-suited to non-endemic advertisers.
In-store retail media drives branding and performance.
Which strategies should brands adopt to capitalize on in-store retail media?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
The rise of in-store retail media will prove that the physical store is the next major media channel for brands.
Topics
Retail Media
United States
Table of Contents
Executive Summary
Digitization of the physical store is an emerging media opportunity for brands.
In-store retail media provides high-quality branding experiences.
In-store retail media is gaining brand adoption and still has significant upside.
In-store retail media is the next reach medium.
Physical stores provide incremental brand reach beyond Amazon.
In-store retail media reaches ‘the unreachables.’
In-store retail media is well-suited to non-endemic advertisers.
In-store retail media drives branding and performance.
Which strategies should brands adopt to capitalize on in-store retail media?
Insider Intelligence Interviews
Sources
Media Gallery

Executive Summary

The digitization of the physical store—one of retail’s next megatrends—will radically transform retailers’ ability to provide dynamic, interactive media experiences at store shelves, end caps, cooler doors, and checkout aisles.

Key Question: How should brands plan and budget for the massive in-store retail media opportunity?

KEY STAT: In-store retail media offers massive audiences that are an average of 70% larger than digital audiences for leading brick-and-mortar retailers, per data from Placer.ai and Comscore Media Metrix Multi-Platform.

Here’s what’s in the full report

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Reliable data in simple displays for presentations and quick decision making.

2expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Digitization of the physical store is an emerging media opportunity for brands.
    3. In-store retail media provides high-quality branding experiences.
    4. In-store retail media is gaining brand adoption and still has significant upside.
    5. In-store retail media is the next reach medium.
    1. Physical stores provide incremental brand reach beyond Amazon.
    2. In-store retail media reaches ‘the unreachables.’
    3. In-store retail media is well-suited to non-endemic advertisers.
    4. In-store retail media drives branding and performance.
    5. Which strategies should brands adopt to capitalize on in-store retail media?
    1. Insider Intelligence Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    Frequency With Which US Shoppers Notice Brands' In-Store Advertising, by Ad Format, July 2022 (% of respondents in each group)In-Store Advertising Features That Most Catch US Shoppers' Attention/Make Them Want to Learn More About the Product, July 2022 (% of respondents)
    Types of Retail Media Network Ad Tactics Being Leveraged by US Buy-Side Ad Decision-Makers, Nov 2022 (% of respondents)Share of US In-Store Shoppers Ages 18-49 at Select Retailers, Dec 2022 (% of total in-store shoppers per retailer)
    Top 10 US Industries, Ranked by Out-of-Home Ad Spending, H1 2021 & H1 2022 (millions, % change, and % of total)

    Interviewed for This Report

    Chris Greene
    Retail Media Consultant and Strategist
    Interviewed February 8, 2023
    Michael Pollack
    Grocery TV
    Chief Revenue Officer
    Interviewed February 28, 2023

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    Download
    Report
    Deck
    The One-Pager
    Share
    Table of Contents
    Executive Summary
    Digitization of the physical store is an emerging media opportunity for brands.
    In-store retail media provides high-quality branding experiences.
    In-store retail media is gaining brand adoption and still has significant upside.
    In-store retail media is the next reach medium.
    Physical stores provide incremental brand reach beyond Amazon.
    In-store retail media reaches ‘the unreachables.’
    In-store retail media is well-suited to non-endemic advertisers.
    In-store retail media drives branding and performance.
    Which strategies should brands adopt to capitalize on in-store retail media?
    Insider Intelligence Interviews
    Sources
    Media Gallery
    About This Report
    The rise of in-store retail media will prove that the physical store is the next major media channel for brands.
    Topics
    Retail Media
    United States
    Table of Contents
    Executive Summary
    Digitization of the physical store is an emerging media opportunity for brands.
    In-store retail media provides high-quality branding experiences.
    In-store retail media is gaining brand adoption and still has significant upside.
    In-store retail media is the next reach medium.
    Physical stores provide incremental brand reach beyond Amazon.
    In-store retail media reaches ‘the unreachables.’
    In-store retail media is well-suited to non-endemic advertisers.
    In-store retail media drives branding and performance.
    Which strategies should brands adopt to capitalize on in-store retail media?
    Insider Intelligence Interviews
    Sources
    Media Gallery
    Download PDF

    authors

    Andrew Lipsman

    Contributors

    Suzy Davidkhanian
    Principal Analyst, Retail & Ecommerce
    Amy Rotondo
    Director, US Research
    Paul Verna
    Principal Analyst