In-store retail media is increasingly recognized as a valuable yet underdeveloped channel, offering unique engagement opportunities with shoppers, but hindered by challenges related to measurement, ownership, and infrastructure.
Key Takeaways
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Infrastructure gaps slow adoption: While in-store media offers strong engagement potential, inconsistent buying, management, and measurement tools prevent it from scaling like digital or broadcast channels.
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Ownership confusion creates barriers: Brands, agencies, and retailers often debate who controls creative, budgets, and execution, slowing progress and complicating activation.
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Measurement fixation stifles growth: Experts argue that chasing perfect attribution prevents marketers from embracing in-store’s potential, suggesting a shift toward pragmatic models seen in Europe.
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