IAB Survey Finds Retail Media Buyers Underutilize In-Store Media Channels
· 2h ago · Originally reported by PPC Land
A recent IAB survey of 100 US retail media buyers reveals that 43% believe they are not making full use of in-store media. Inventory scale is a top priority for 59% of respondents, surpassing concerns about measurement and cost per thousand impressions.
Why it matters
Understanding how buyers allocate budgets and prioritize inventory helps retailers and advertisers optimize their media strategies and investments.
Explain it like I’m new here
It's like having lots of shelves in a store but not using them all to show off products, even though space is important to shoppers.
Terms in this story
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
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