In-Store Retail Media 2024

How Can Retailers Capitalize on Physical Stores to Drive Retail Media Growth?

Report by Sarah Marzano  |  May 16, 2024
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Executive Summary
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Table of Contents
Executive Summary
In-store retail media spending will exceed $1 billion by 2028
Retail media’s digital ascent has created momentum for physical stores as the next frontier
Cost, complexity, and competing priorities will hinder momentum
Retailers exploring digital in-store media can leverage current capabilities for near-term strategies
The in-store retail media landscape is complex, but there are multiple paths to success
Sources
Media Gallery
About This Report
Physical stores are the new frontier for retail media. But undeveloped tech capabilities, competing priorities, and unproven new formats are hurdles retailers need to address.
Topics
Retail Media
US
Table of Contents
Executive Summary
In-store retail media spending will exceed $1 billion by 2028
Retail media’s digital ascent has created momentum for physical stores as the next frontier
Cost, complexity, and competing priorities will hinder momentum
Retailers exploring digital in-store media can leverage current capabilities for near-term strategies
The in-store retail media landscape is complex, but there are multiple paths to success
Sources
Media Gallery

The rapid growth of online retail media coupled with increased in-store digital connectivity highlights the potential for physical stores as the next frontier for retail media. But lagging tech capabilities, competing priorities, and unproven new formats create an uncertain path forward for retailers.

Key Question: How big is the opportunity for in-store retail media, and what should retailers and brands focus on in the near term?

In-Store Retail Media Spend Will Top $1 Billion—but Will Not Reach 1% of Total Retail Media—by 2028 (billions in US in-store retail media ad spending, % change, and % of omnichannel retail media ad spending, 2024-2028)
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Key Stat: By 2028, in-store retail media spend will reach over $1 billion but will make up less than 1% of total omnichannel retail media ad spending.

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Table of Contents

  1. Executive Summary
  2. In-store retail media spending will exceed $1 billion by 2028
  3. Retail media’s digital ascent has created momentum for physical stores as the next frontier
  1. Cost, complexity, and competing priorities will hinder momentum
  2. Retailers exploring digital in-store media can leverage current capabilities for near-term strategies
  3. The in-store retail media landscape is complex, but there are multiple paths to success
  1. Sources
  2. Media Gallery

Charts in This Report

In-Store Retail Media Spend Will Top $1 Billion—but Will Not Reach 1% of Total Retail Media—by 2028 (billions in US in-store retail media ad spending, % change, and % of omnichannel retail media ad spending, 2024-2028)Shoppers Who Discover Products in Store Are More Likely to Make a Purchase Immediately (% of US shoppers*, Sep 2023)
Components of US Advertisers' Retail Media Strategies, Dec 2023 (% of respondents)Brands Are Prioritizing Budgets for Established Formats Over In-Store Digital Media (% of US advertisers, Dec 2023)
Retailer Adoption of Innovative Technology Is Still NascentAdvertisers Want to Combine In-Store Services and Loyalty Programs With Retail Media Offerings (% of US brands, Aug 2023)
Types of In-Store and Online Shopping Where US Adults Prefer to Shop Quickly vs. Browse/Take Their Time, Nov 2023 (% of respondents)

authors

Sarah Marzano

Contributors

Suzy Davidkhanian
Peter Newman
Director, Forecasting
Amy Rotondo
Director, US Research
Max Willens
Senior Analyst