{
  "slug": "in-store-retail-media-channel-2026-10-13t21-7",
  "company": "In-Store Retail Media Channel",
  "headline": "Marketers see full-funnel potential in in-store retail media, but 43% underutilize it.",
  "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/in-store-retail-media-channel-2026-10-13t21-7",
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      "label": "LinkedIn · Jenny",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ PAPER · Retail media network adoption and awareness gap · In-Store Retail Media Channel\n\nMarketers see full-funnel potential in in-store retail media, but 43% underutilize it.\n\nThis is the data that's supposed to justify a budget reallocation, but most brands use it differently—they nod and do nothing. The real move is simpler: if your product is in a store and that store has a retail media network, you're already visible to the audience you need. An in-store digital ad costs way less than a social ad and hits someone already in-store and ready to buy. Brands say they underutilize it because the media buying process is unfamiliar and the reporting is slower. But that's a feature, not a bug—less competition for the space, better economics. Start small, measure, scale.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/in-store-retail-media-channel-2026-10-13t21-7\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/in-store-retail-media-channel-2026-10-13t21-7\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/in-store-retail-media-channel-2026-10-13t21-7",
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      "alt_label": "HakoShikin agency",
      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ PAPER · Retail media network adoption and awareness gap · In-Store Retail Media Channel\n\nMarketers see full-funnel potential in in-store retail media, but 43% underutilize it.\n\nThis is the data that's supposed to justify a budget reallocation, but most brands use it differently—they nod and do nothing. The real move is simpler: if your product is in a store and that store has a retail media network, you're already visible to the audience you need. An in-store digital ad costs way less than a social ad and hits someone already in-store and ready to buy. Brands say they underutilize it because the media buying process is unfamiliar and the reporting is slower. But that's a feature, not a bug—less competition for the space, better economics. Start small, measure, scale.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/in-store-retail-media-channel-2026-10-13t21-7\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/in-store-retail-media-channel-2026-10-13t21-7\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/in-store-retail-media-channel-2026-10-13t21-7",
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      "label": "Bluesky",
      "body": "{Stash Edge — Retail & Shelf Play}\n◆ PAPER · Retail media network adoption and awareness gap · In-Store Retail Media Channel\n\nMarketers see full-funnel potential in in-store…\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/in-store-retail-media-channel-2026-10-13t21-7",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Marketers see full-funnel potential in in-store retail media, but 43% underutilize it.",
      "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 43 percent of marketers say they underutilize in-store retail media despite viewing it as a full-funnel channel, per Shelby Report.\nHere's the cool part — the lever almost everyone misses (and you don't have to): 43% of marketers are telling you they know in-store retail media works and are under-investing in it. That's not insight; that's permission to move budget. A brand shipping to grocery should spend 15% of media budget on in-store placements—digital shelf talkers, cart promotions, checkout display ads in retail media networks. If your retail partner offers a media network and you're not buying it, you're leaving 43% of the funnel untouched. The play: audit your retail partners' media offerings (Kroger, Target, Instacart all have them), allocate a test budget (start with $5K), and measure in-store pick-up rate lift week-over-week.\nWhat that means for you: This is the data that's supposed to justify a budget reallocation, but most brands use it differently—they nod and do nothing. The real move is simpler: if your product is in a store and that store has a retail media network, you're already visible to the audience you need. An in-store digital ad costs way less than a social ad and hits someone already in-store and ready to buy. Brands say they underutilize it because the media buying process is unfamiliar and the reporting is slower. But that's a feature, not a bug—less competition for the space, better economics. Start small, measure, scale.\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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}