Physical stores are the new frontier for retail media. But undeveloped tech capabilities, competing priorities, and unproven new formats are hurdles retailers need to address.
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?
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In-Store Retail Media Spend Will Top $1 Billion—but Will Not Reach 1% of Total Retail Media—by 2028 (billions in US in-store retail media ad spending, % change, and % of omnichannel retail media ad spending, 2024-2028)
In-Store Retail Media Spend Will Top $1 Billion—but Will Not Reach 1% of Total Retail Media—by 2028 (billions in US in-store retail media ad spending, % change, and % of omnichannel retail media ad spending, 2024-2028)
In-Store Retail Media Spend Will Top $1 Billion—but Will Not Reach 1% of Total Retail Media—by 2028 (billions in US in-store retail media ad spending, % change, and % of omnichannel retail media ad spending, 2024-2028)