IAB Study Finds 43% of Marketers Not Fully Leveraging In-Store Retail Media
· 23h ago · Originally reported by Sixteen:Nine
A new study from the IAB reveals that nearly half of marketers are not making full use of in-store retail media opportunities. The research highlights a significant gap in how brands are utilizing physical retail spaces for digital advertising and shopper engagement.
Why it matters
Retail media is a fast-growing channel, and underutilization means brands may be missing out on valuable touchpoints with shoppers. Understanding this gap can help marketers optimize their strategies and improve campaign effectiveness.
Explain it like I’m new here
It's like having a big TV in a store to show ads, but almost half the people who could use it aren't turning it on.
Read the original at Sixteen:Nine
Terms in this story
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.
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.
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.
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