{
  "slug": "marketers-survey-pattern-via-iab-and-grocery-tv-2026-10-16t15-7",
  "company": "Marketers (survey pattern via IAB and Grocery TV)",
  "headline": "43% of marketers underutilize in-store retail media despite seeing full-funnel value.",
  "topic": "{Stash Edge — Retail & Shelf Play}",
  "source_name": "The Shelby Report (IAB/Grocery TV research)",
  "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/marketers-survey-pattern-via-iab-and-grocery-tv-2026-10-16t15-7",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ PAPER · In-store retail media adoption gap · Marketers (survey pattern via IAB and Grocery TV)\n\n43% of marketers underutilize in-store retail media despite seeing full-funnel value.\n\nif you have SKUs in grocery or retail, in-store media is now table stakes but still fragmented across vendors. Start with one retailer and one high-velocity category (e.g., endcap or checkout). Negotiate a six-week test: a single digital display or standee with rotating creative tied to email sends. Measure foot traffic (via the retailer's foot-traffic app or point-of-sale spike during the display window) and conversion lift. Cost is low ($500–2000 for six weeks); the learning is high. Most brands delay because they assume complexity. The pilot proves it is not.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/marketers-survey-pattern-via-iab-and-grocery-tv-2026-10-16t15-7\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/marketers-survey-pattern-via-iab-and-grocery-tv-2026-10-16t15-7\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/marketers-survey-pattern-via-iab-and-grocery-tv-2026-10-16t15-7",
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      "alt_body": "{Stash Edge — Retail & Shelf Play}\n◆ PAPER · In-store retail media adoption gap · Marketers (survey pattern via IAB and Grocery TV)\n\n43% of marketers underutilize in-store retail media despite seeing full-funnel value.\n\nif you have SKUs in grocery or retail, in-store media is now table stakes but still fragmented across vendors. Start with one retailer and one high-velocity category (e.g., endcap or checkout). Negotiate a six-week test: a single digital display or standee with rotating creative tied to email sends. Measure foot traffic (via the retailer's foot-traffic app or point-of-sale spike during the display window) and conversion lift. Cost is low ($500–2000 for six weeks); the learning is high. Most brands delay because they assume complexity. The pilot proves it is not.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/marketers-survey-pattern-via-iab-and-grocery-tv-2026-10-16t15-7\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/marketers-survey-pattern-via-iab-and-grocery-tv-2026-10-16t15-7\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/marketers-survey-pattern-via-iab-and-grocery-tv-2026-10-16t15-7",
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      "body": "{Stash Edge — Retail & Shelf Play}\n◆ PAPER · In-store retail media adoption gap · Marketers (survey pattern via IAB and Grocery TV)\n\n43% of marketers underutilize…\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/marketers-survey-pattern-via-iab-and-grocery-tv-2026-10-16t15-7",
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    "substack": {
      "label": "Substack · Fending",
      "title": "43% of marketers underutilize in-store retail media despite seeing full-funnel value.",
      "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 acknowledge a full-funnel role for in-store retail media but admit that 43 percent of respondents say they underutilize the channel—indicating a gap between perceived value and actual deployment.\nHere's the cool part — the lever almost everyone misses (and you don't have to): if you have SKUs in grocery or retail, in-store media is now table stakes but still fragmented across vendors. Start with one retailer and one high-velocity category (e.g., endcap or checkout). Negotiate a six-week test: a single digital display or standee with rotating creative tied to email sends. Measure foot traffic (via the retailer's foot-traffic app or point-of-sale spike during the display window) and conversion lift. Cost is low ($500–2000 for six weeks); the learning is high. Most brands delay because they assume complexity. The pilot proves it is not.\nWhat that means for you: if you have SKUs in grocery or retail, in-store media is now table stakes but still fragmented across vendors. Start with one retailer and one high-velocity category (e.g., endcap or checkout). Negotiate a six-week test: a single digital display or standee with rotating creative tied to email sends. Measure foot traffic (via the retailer's foot-traffic app or point-of-sale spike during the display window) and conversion lift. Cost is low ($500–2000 for six weeks); the learning is high. Most brands delay because they assume complexity. The pilot proves it is not.\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 research): 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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}