In-Store Retail Media 2024

How Can Retailers Capitalize on Physical Stores to Drive Retail Media Growth?

The rapid growth of online retail media coupled with increased in-store digital connectivity highlights the potential for physical stores as the next frontier for retail media. But lagging tech capabilities, competing priorities, and unproven new formats create an uncertain path forward for retailers.

Key Question: How big is the opportunity for in-store retail media, and what should retailers and brands focus on in the near term?

Key Stat: By 2028, in-store retail media spend will reach over $1 billion but will make up less than 1% of total omnichannel retail media ad spending.

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Table of Contents

  1. Executive Summary
  2. In-store retail media spending will exceed $1 billion by 2028
  3. Retail media’s digital ascent has created momentum for physical stores as the next frontier
  1. Cost, complexity, and competing priorities will hinder momentum
  2. Retailers exploring digital in-store media can leverage current capabilities for near-term strategies
  3. The in-store retail media landscape is complex, but there are multiple paths to success
  1. Sources
  2. Media Gallery

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Sarah Marzano


Suzy Davidkhanian
Peter Newman
Director, Forecasting
Amy Rotondo
Director, US Research
Max Willens
Senior Analyst

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