{
  "slug": "grocery-tv-iab-research-2026-10-07t15-3",
  "company": "Grocery TV / IAB Research",
  "headline": "43% of marketers underutilize in-store retail media—the gap is execution, not reach.",
  "topic": "{Stash Edge — Retail & Shelf Play}",
  "source_name": "Shelby Report",
  "source_url": "https://theshelbyreport.com/2026/10/05/survey-marketers-see-full-funnel-role-for-in-store-retail-media/",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/grocery-tv-iab-research-2026-10-07t15-3",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ GOLD · Retail media adoption bottleneck · Grocery TV / IAB Research\n\n43% of marketers underutilize in-store retail media—the gap is execution, not reach.\n\nRetail media is supposed to work because the buyer is standing in front of the product with a cart. Most brands waste it by putting up a sign and hoping. The real play is one offer, one moment, one reason to grab it *now* instead of later or nothing. The brands ahead are the ones using shelf media like a confirmation—they've already warmed you on the screen, now the shelf close you.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/grocery-tv-iab-research-2026-10-07t15-3\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/grocery-tv-iab-research-2026-10-07t15-3\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/grocery-tv-iab-research-2026-10-07t15-3",
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      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ GOLD · Retail media adoption bottleneck · Grocery TV / IAB Research\n\n43% of marketers underutilize in-store retail media—the gap is execution, not reach.\n\nRetail media is supposed to work because the buyer is standing in front of the product with a cart. Most brands waste it by putting up a sign and hoping. The real play is one offer, one moment, one reason to grab it *now* instead of later or nothing. The brands ahead are the ones using shelf media like a confirmation—they've already warmed you on the screen, now the shelf close you.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/grocery-tv-iab-research-2026-10-07t15-3\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/grocery-tv-iab-research-2026-10-07t15-3\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/grocery-tv-iab-research-2026-10-07t15-3",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ GOLD · Retail media adoption bottleneck · Grocery TV / IAB Research\n\n43% of marketers underutilize in-store retail media—the gap is execution, not…\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/grocery-tv-iab-research-2026-10-07t15-3",
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    "substack": {
      "label": "Substack · Fending",
      "title": "43% of marketers underutilize in-store retail media—the gap is execution, not reach.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nIAB and Grocery TV research found marketers see a full-funnel role for in-store retail media, yet 43% report underutilizing the channel, per the Shelby Report.\nHere's the cool part — the lever almost everyone misses (and you don't have to): build a shelf media plan that runs three touches—a brand ad on the store's screen in the snack aisle two weeks before launch, a half-price offer printed on the shelf edge the week of launch, and a quantity limit ('3 per customer') that forces the choice. Brands that run one of these three are underutilizing. Brands that run all three as a sequence don't describe it as retail media—they describe it as a conversion system. Sell the sequence to the brand, not the channel.\nWhat that means for you: Retail media is supposed to work because the buyer is standing in front of the product with a cart. Most brands waste it by putting up a sign and hoping. The real play is one offer, one moment, one reason to grab it *now* instead of later or nothing. The brands ahead are the ones using shelf media like a confirmation—they've already warmed you on the screen, now the shelf close you.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Shelby Report: https://theshelbyreport.com/2026/10/05/survey-marketers-see-full-funnel-role-for-in-store-retail-media/.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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