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Learn More →In-Store Retail Media 2025
What Will It Take to Wake Up Retail Media’s Sleeping Giant?
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Table of Contents
Executive Summary
In-store retail media is building volume slowly despite increased urgency
Without an Amazon equivalent, in-store retail media will face a slower trajectory
The in-store imperative isn’t equally distributed; category and geography should guide the road map
The convergence of analog tactics and digital in-store media will require retailers to realign internal teams
In-store experiences are less homogenous than online ones, and in-store retail media must reflect that
Recommendations for RMNs
Recommendations for advertisers
EMARKETER Interviews
Sources
Media Gallery
About This Report
In-store retail media is high on advertisers’ wish lists but slow to scale. Grocery is the proving ground, but silos, cost, and infrastructure gaps are impeding growth. Our report unpacks the hurdles and opportunities ahead.
Table of Contents
Executive Summary
In-store retail media is building volume slowly despite increased urgency
Without an Amazon equivalent, in-store retail media will face a slower trajectory
The in-store imperative isn’t equally distributed; category and geography should guide the road map
The convergence of analog tactics and digital in-store media will require retailers to realign internal teams
In-store experiences are less homogenous than online ones, and in-store retail media must reflect that
Recommendations for RMNs
Recommendations for advertisers
EMARKETER Interviews
Sources
Media Gallery
Advertisers want in-store reach, but execution is complex. Categories like grocery face the most urgency, yet fragmentation, silos, and costly infrastructure are slowing adoption. This report explores how retailers can scale smartly and deliver impact.
Key Question: What’s holding in-store retail media back?
Key Stat: Ad spending on in-store retail media will finally cross the $1 billion threshold by 2029.
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authors
Sarah Marzano
Contributors
- Rahul Chadha
- Director, Report Editing
- Suzy Davidkhanian
- VP, Content
- Kyndall Krist
- Senior Copy Editor
- Wendy Malloy
- Director, Reports Editor
- Emma Noyes
- Graphic Designer, Data Visualization
- Amy Rotondo
- Director, US Research
- Matt Torpey
- Senior Chart Editor
- Emman Velasco
- Chart Editor
- Max Willens
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