43% of Retail Media Buyers Underuse In-Store Ads, IAB Finds
Key takeaways
- 43% of retail media buyers report underutilizing in-store media channels
- The Interactive Advertising Bureau (IAB) conducted the research among retail media professionals
- The findings highlight a significant gap in omnichannel retail media strategy execution
Context
The research comes as retail media continues to grow as an advertising channel, with brands investing heavily in digital retail ads while physical store media remains underdeveloped. The underuse of in-store media represents both a challenge and an opportunity for advertisers looking to create truly integrated customer experiences across channels.
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