{
  "slug": "iab-grocery-tv-2026-10-07t06-2",
  "company": "IAB / Grocery TV",
  "headline": "43% of marketers admit they underuse in-store retail media.",
  "topic": "{Stash Edge — Retail & Shelf Play}",
  "source_name": "Shelby Report / Supermarket News",
  "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/iab-grocery-tv-2026-10-07t06-2",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ PLATINUM · Retail media adoption survey · IAB / Grocery TV\n\n43% of marketers admit they underuse in-store retail media.\n\nretail media is now a full-funnel channel, but most brands treat it as a last-mile tactic. If you're selling through retail, you likely have access to in-store media placements your competitors aren't using. The play: map your retail media spend the same way you map paid social — top-of-funnel awareness (high-traffic placement, lifestyle photography), mid-funnel (product education, side-by-side comparisons), conversion (checkout, discount messaging). Ask your retail partner for their available inventory. Most will hand it over free or cheap because half their sellers are sleeping on it.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/iab-grocery-tv-2026-10-07t06-2\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/iab-grocery-tv-2026-10-07t06-2\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/iab-grocery-tv-2026-10-07t06-2",
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      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ PLATINUM · Retail media adoption survey · IAB / Grocery TV\n\n43% of marketers admit they underuse in-store retail media.\n\nretail media is now a full-funnel channel, but most brands treat it as a last-mile tactic. If you're selling through retail, you likely have access to in-store media placements your competitors aren't using. The play: map your retail media spend the same way you map paid social — top-of-funnel awareness (high-traffic placement, lifestyle photography), mid-funnel (product education, side-by-side comparisons), conversion (checkout, discount messaging). Ask your retail partner for their available inventory. Most will hand it over free or cheap because half their sellers are sleeping on it.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/iab-grocery-tv-2026-10-07t06-2\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/iab-grocery-tv-2026-10-07t06-2\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/iab-grocery-tv-2026-10-07t06-2",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ PLATINUM · Retail media adoption survey · IAB / Grocery TV\n\n43% of marketers admit they underuse in-store retail media.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/iab-grocery-tv-2026-10-07t06-2",
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    "substack": {
      "label": "Substack · Fending",
      "title": "43% of marketers admit they underuse in-store retail media.",
      "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 that marketers see a full-funnel role for in-store retail media, yet 43% report they underutilize the channel, per Shelby Report and Supermarket News.\nHere's the cool part — the lever almost everyone misses (and you don't have to): retail media is now a full-funnel channel, but most brands treat it as a last-mile tactic. If you're selling through retail, you likely have access to in-store media placements your competitors aren't using. The play: map your retail media spend the same way you map paid social — top-of-funnel awareness (high-traffic placement, lifestyle photography), mid-funnel (product education, side-by-side comparisons), conversion (checkout, discount messaging). Ask your retail partner for their available inventory. Most will hand it over free or cheap because half their sellers are sleeping on it.\nWhat that means for you: retail media is now a full-funnel channel, but most brands treat it as a last-mile tactic. If you're selling through retail, you likely have access to in-store media placements your competitors aren't using. The play: map your retail media spend the same way you map paid social — top-of-funnel awareness (high-traffic placement, lifestyle photography), mid-funnel (product education, side-by-side comparisons), conversion (checkout, discount messaging). Ask your retail partner for their available inventory. Most will hand it over free or cheap because half their sellers are sleeping on it.\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 / Supermarket News: 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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