{
  "slug": "in-store-retail-media-iabgrocery-tv-tracking-2026-10-09t06-7",
  "company": "In-store retail media (IAB/Grocery TV tracking)",
  "headline": "Marketers see full-funnel role in retail media; 43% underutilize the channel.",
  "topic": "{Stash Edge — Retail & Shelf Play}",
  "source_name": "The Shelby Report (IAB/Grocery TV)",
  "source_url": "http://www.bing.com/news/apiclick.aspx?ref=FexRss&aid=&tid=6ac88347c0b04a39a80adcaa279311fc&url=https%3a%2f%2ftheshelbyreport.com%2f2026%2f10%2f05%2fsurvey-marketers-see-full-funnel-role-for-in-store-retail-media%2f&c=14283685658497530732&mkt=en-us",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/in-store-retail-media-iabgrocery-tv-tracking-2026-10-09t06-7",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ PAPER · Retail media awareness gap · In-store retail media (IAB/Grocery TV tracking)\n\nMarketers see full-funnel role in retail media; 43% underutilize the channel.\n\nif you sell CPG or food products and less than 30% of your media budget flows through in-store retail media networks (Instacart Ads, Amazon Advertising, Kroger's platform, Walmart Connect), you're in the gap. Audit your current media spend by channel. Move 5–10% from upper-funnel digital to in-store retail media. Test on one key account (Kroger, Whole Foods, Target). Run a 90-day in-store retail media campaign: sponsored shelf displays, digital aisle signs, product listing ads on the retailer's digital platform. Measure lift in on-shelf velocity (ask the account manager for weekly scans). If in-store spend delivers 2x ROI of upper-funnel spend (common in CPG), expand it to all accounts. This is not a new channel—it's a reallocation of existing budget to a channel where 43% of competitors are sleeping.\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-iabgrocery-tv-tracking-2026-10-09t06-7\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-iabgrocery-tv-tracking-2026-10-09t06-7\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/in-store-retail-media-iabgrocery-tv-tracking-2026-10-09t06-7",
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      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ PAPER · Retail media awareness gap · In-store retail media (IAB/Grocery TV tracking)\n\nMarketers see full-funnel role in retail media; 43% underutilize the channel.\n\nif you sell CPG or food products and less than 30% of your media budget flows through in-store retail media networks (Instacart Ads, Amazon Advertising, Kroger's platform, Walmart Connect), you're in the gap. Audit your current media spend by channel. Move 5–10% from upper-funnel digital to in-store retail media. Test on one key account (Kroger, Whole Foods, Target). Run a 90-day in-store retail media campaign: sponsored shelf displays, digital aisle signs, product listing ads on the retailer's digital platform. Measure lift in on-shelf velocity (ask the account manager for weekly scans). If in-store spend delivers 2x ROI of upper-funnel spend (common in CPG), expand it to all accounts. This is not a new channel—it's a reallocation of existing budget to a channel where 43% of competitors are sleeping.\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-iabgrocery-tv-tracking-2026-10-09t06-7\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-iabgrocery-tv-tracking-2026-10-09t06-7\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/in-store-retail-media-iabgrocery-tv-tracking-2026-10-09t06-7",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ PAPER · Retail media awareness gap · In-store retail media (IAB/Grocery TV tracking)\n\nMarketers see full-funnel role in retail m…\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/in-store-retail-media-iabgrocery-tv-tracking-2026-10-09t06-7",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Marketers see full-funnel role in retail media; 43% underutilize the channel.",
      "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 👇\nPer IAB and Grocery TV research cited in The Shelby Report, marketers increasingly recognize retail media's full-funnel impact (awareness through conversion), yet 43% of marketers say they underutilize it, signaling a lag between perception and deployment.\nHere's the cool part — the lever almost everyone misses (and you don't have to): if you sell CPG or food products and less than 30% of your media budget flows through in-store retail media networks (Instacart Ads, Amazon Advertising, Kroger's platform, Walmart Connect), you're in the gap. Audit your current media spend by channel. Move 5–10% from upper-funnel digital to in-store retail media. Test on one key account (Kroger, Whole Foods, Target). Run a 90-day in-store retail media campaign: sponsored shelf displays, digital aisle signs, product listing ads on the retailer's digital platform. Measure lift in on-shelf velocity (ask the account manager for weekly scans). If in-store spend delivers 2x ROI of upper-funnel spend (common in CPG), expand it to all accounts. This is not a new channel—it's a reallocation of existing budget to a channel where 43% of competitors are sleeping.\nWhat that means for you: if you sell CPG or food products and less than 30% of your media budget flows through in-store retail media networks (Instacart Ads, Amazon Advertising, Kroger's platform, Walmart Connect), you're in the gap. Audit your current media spend by channel. Move 5–10% from upper-funnel digital to in-store retail media. Test on one key account (Kroger, Whole Foods, Target). Run a 90-day in-store retail media campaign: sponsored shelf displays, digital aisle signs, product listing ads on the retailer's digital platform. Measure lift in on-shelf velocity (ask the account manager for weekly scans). If in-store spend delivers 2x ROI of upper-funnel spend (common in CPG), expand it to all accounts. This is not a new channel—it's a reallocation of existing budget to a channel where 43% of competitors are sleeping.\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 (IAB/Grocery TV): http://www.bing.com/news/apiclick.aspx?ref=FexRss&aid=&tid=6ac88347c0b04a39a80adcaa279311fc&url=https%3a%2f%2ftheshelbyreport.com%2f2026%2f10%2f05%2fsurvey-marketers-see-full-funnel-role-for-in-store-retail-media%2f&c=14283685658497530732&mkt=en-us.)\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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