{
  "slug": "iab-grocery-tv-survey-2026-10-08t12-6",
  "company": "IAB / Grocery TV Survey",
  "headline": "43% of marketers underutilize in-store retail media despite full-funnel visibility.",
  "topic": "{Stash Edge — Retail & Shelf Play}",
  "source_name": "The 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/iab-grocery-tv-survey-2026-10-08t12-6",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ GRAPHITE · Retail media adoption pattern · IAB / Grocery TV Survey\n\n43% of marketers underutilize in-store retail media despite full-funnel visibility.\n\nThe research is saying: marketers know in-store media works but they're not using it. That's a gap. Most small to mid-size brands think in-store media is a negotiation they've already lost or something only big CPG does. It's not. Retailers have unused digital inventory because most brands aren't asking for it. If you have products in retail, you already paid for shelf space; in-store media is free or cheap. The brands that start using it now will own that channel before it gets crowded.\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-survey-2026-10-08t12-6\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/iab-grocery-tv-survey-2026-10-08t12-6\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/iab-grocery-tv-survey-2026-10-08t12-6",
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      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ GRAPHITE · Retail media adoption pattern · IAB / Grocery TV Survey\n\n43% of marketers underutilize in-store retail media despite full-funnel visibility.\n\nThe research is saying: marketers know in-store media works but they're not using it. That's a gap. Most small to mid-size brands think in-store media is a negotiation they've already lost or something only big CPG does. It's not. Retailers have unused digital inventory because most brands aren't asking for it. If you have products in retail, you already paid for shelf space; in-store media is free or cheap. The brands that start using it now will own that channel before it gets crowded.\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-survey-2026-10-08t12-6\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/iab-grocery-tv-survey-2026-10-08t12-6\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/iab-grocery-tv-survey-2026-10-08t12-6",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ GRAPHITE · Retail media adoption pattern · IAB / Grocery TV Survey\n\n43% of marketers underutilize in-store retail media despite full-funnel visibility.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/iab-grocery-tv-survey-2026-10-08t12-6",
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    "substack": {
      "label": "Substack · Fending",
      "title": "43% of marketers underutilize in-store retail media despite full-funnel visibility.",
      "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 👇\nA 2026 survey from the Interactive Advertising Bureau and Grocery TV found that marketers increasingly view in-store retail media as a full-funnel channel, yet 43% of marketers admit they underutilize it, per Shelby Report and Supermarket News.\nHere's the cool part — the lever almost everyone misses (and you don't have to): if your brand has 15+ SKUs in grocery, drug, or mass retail, you're sitting on unused in-store media placements. Most retailers offer digital shelf, end-cap, or checkout signage at negligible cost because the inventory is yours. Build a simple test: secure one premium placement (checkout or end-cap) in 3–5 stores. Run a 4-week test with a single message (e.g., 'New Size,' 'Best Seller,' or 'Try It Free'). Track lift in sales at those locations vs. control stores. If lift exceeds 12%, expand to 20 stores and test different messages. Cost to activate is near-zero; the upside is outsized because most competitors are not doing it.\nWhat that means for you: The research is saying: marketers know in-store media works but they're not using it. That's a gap. Most small to mid-size brands think in-store media is a negotiation they've already lost or something only big CPG does. It's not. Retailers have unused digital inventory because most brands aren't asking for it. If you have products in retail, you already paid for shelf space; in-store media is free or cheap. The brands that start using it now will own that channel before it gets crowded.\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 — The 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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