In-store retail media has moved quickly from experimentation to expectation. As brands look to engage shoppers closer to the point of purchase, physical retail environments are becoming a critical extension of omnichannel media strategies—not just an add-on.
Originally published in partnership with the IAB UK, this updated perspective revisits five essential considerations brands should address when activating in-store media today, as measurement standards mature and accountability expectations rise.
1. Treat In-Store Media as a Performance Channel, Not a Branding Afterthought
In-store media is no longer just about awareness. Brands increasingly expect performance signals—attention, engagement, and measurable outcomes—similar to what they receive from digital channels.
This means moving beyond static messaging and toward dynamic, data-informed placements that respond to store context, shopper flow, and timing. When executed properly, in-store media becomes a measurable lever within the full media mix, not just an ambient branding layer.
2. Measurement Must Be Built In, Not Bolted On
One of the most common pitfalls in in-store activation is treating measurement as an afterthought. Without reliable insight into shopper exposure and behavior, brands struggle to justify investment or optimize campaigns.
Effective programs start with clear definitions of success—reach, frequency, dwell, and engagement—and use privacy-safe technologies to understand how shoppers move through physical spaces. Measurement should support optimization, not just reporting.
Recent industry analysis reinforces that digital signage can drive real business impact when measurement, placement, and creative strategy are aligned—highlighting why brands must demand accountability from in-store channels just as they do elsewhere in their media plans.
3. Context Matters More Than Creative Alone
In-store environments are fundamentally different from digital screens viewed at home or on mobile devices. Shoppers are moving, browsing, and making decisions in real time.
The most effective in-store media strategies consider:
- Where screens are placed within the store journey
- What shoppers are doing at that moment
- How messaging complements—not interrupts—the shopping experience
Contextual relevance often matters more than high-production creative. The right message, in the right place, at the right time will always outperform generic content.
4. Privacy and Trust Are Non-Negotiable
As in-store media becomes more data-driven, brands must balance insight with responsibility. Shoppers expect transparency and privacy—especially in physical environments.
Privacy-safe approaches that rely on aggregated, anonymized data help brands understand attention and behavior without compromising trust. Programs that respect shopper privacy are more sustainable, more scalable, and better aligned with evolving regulatory expectations.
5. In-Store Media Works Best When It’s Integrated, Not Isolated
In-store retail media is most powerful when it complements other channels—digital, mobile, social, and off-site media—rather than operating in a silo.
Integration allows brands to:
- Reinforce messaging across touchpoints
- Use in-store insights to inform broader media strategies
- Create more consistent, connected shopper experiences
When physical retail media is treated as part of a unified media ecosystem, its value becomes clearer—and its impact more measurable.
Final Thought
In-store retail media is no longer a “nice-to-have.” As retail media networks mature, brands that approach physical environments with the same rigor they apply to digital channels—measurement, accountability, relevance, and trust—will be best positioned to drive results.
By Alison Dunham, VP Retail Media, Driving Revenue Growth through Innovative Media Solution, PRN a STRATACACHE Company