# 43% of marketers admit they underuse in-store retail media despite proven full-funnel results

*IAB research reveals a $100B channel sits underfunded while marketers chase saturated digital inventory.*

By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC.
Published 2026-10-07.

Canonical: https://www.pops4.com/stash/articles/iab-grocery-tv-2026-10-07t06-2
Subject: IAB / Grocery TV
Tags: retail media, in-store marketing, point of sale, grocery, shopper marketing, media attribution

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According to a joint survey by the Interactive Advertising Bureau and Grocery TV reported in The Shelby Report, **43%** of marketers acknowledge they underutilize in-store retail media even as they recognize its effectiveness across the entire purchase funnel. The admission points to a structural gap: brands know the channel works, they know where shoppers convert, yet budget allocation lags evidence by years.

The research found marketers view in-store retail media as a full-funnel tool, driving awareness, consideration, and conversion within the same four walls. Digital screens at checkout, endcap displays with QR integration, and audio messaging in aisles now deliver measurable attribution that closes the loop from impression to basket. The channel offers something online platforms cannot: zero competition for attention at the moment of highest purchase intent.

Why it works comes down to context collapse. A shopper standing in the cereal aisle is **21 times** more likely to convert on a cereal ad than the same person scrolling Instagram at home, per Nielsen Catalina Solutions data cited in Supermarket News coverage of the IAB study. In-store media eliminates the gap between interest and action. The decision environment is the media environment. No click-through, no cart abandonment, no retargeting ladder. The product is six feet away.

The underutilization stems from legacy budget structures. Most brands still allocate media spend by channel team: social, search, programmatic, out-of-home. Retail media sits orphaned between trade marketing and brand marketing, often funded from neither. The IAB survey suggests marketers understand the opportunity but lack the internal architecture to fund it at scale. In-store retail media requires sell-in to both the retailer and the internal finance team, a dual negotiation that slows deployment.

The steal for a physical product brand is to start with a single retailer test and let the data build the business case. Approach a regional grocery chain or specialty retailer where you already have shelf placement. Propose a **90-day** pilot on their in-store digital network or static endcap program. Offer to fund the creative and the media buy, typically **$2,000 to $8,000** depending on store count and screen time. Track basket lift with the retailer's loyalty card data. Most chains now offer this as a standard service through platforms like Grocery TV, Cooler Screens, or威克imedia.

Structure the creative as a simple offer tied to immediate purchase: a **$2-off** coupon via QR code, a limited-edition SKU available only this month, or a buy-one-get-one that requires the shopper to grab two units now. The call to action must resolve within 100 feet. Avoid brand awareness messaging. The goal is not consideration; the shopper is already in the consideration set by virtue of being in the store. The goal is conversion rate lift, measured as incremental units per store per week.

Run the pilot, pull the sales data, calculate cost per incremental unit sold, then present that number to your buyer and your finance lead. In-store retail media typically delivers cost per acquisition **30% to 60%** lower than social or search for physical products because there is no wastage on people outside the purchase window. The IAB survey shows marketers already believe this. The gap is proof of execution. One clean test with attributed lift closes the gap and unlocks the next five retailers.

## The takeaway

In-store retail media delivers measurable lift at the point of sale, yet remains underfunded—start with a single-retailer pilot to build the internal case.

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## Publisher

**Hako Shikin LLC** — Virginia Beach, Virginia. Founded 1997. ASI 217876 · DUNS 18-204-6339.
Principal and author: **Jenny Huang Goodman MPA MSc MHSA**.

- Author: https://www.huanggoodman.com/about
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