In-Store Retail Media 2023

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

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 and Comscore Media Metrix Multi-Platform.

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    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

    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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    Andrew Lipsman


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

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