The commerce landscape has been buzzing about in-store retail media these last few years, and there’s new data to back up the excitement. Last week, I got a firsthand look at the results from a new commerce study by Andrew Lipsman of Colosseum Strategy, in partnership with SMG and Kantar. During his presentation at Retail Media Summit UK, Lipsman shared some convincing stats that clearly show how in-store retail media is set to become the next major channel CMOs can’t ignore.
In short, the findings revealed how in-store advertising uniquely extends campaign reach, complements traditional media, and drives measurable lifts across the funnel — from awareness and brand equity through consideration to conversion. There’s a lot of data to digest in the full report, but these highlights tell the story:
10 Takeaways from “The Advertising Effectiveness of In-Store Retail Media”
- The Store Is the New Screen
Physical retail has evolved from a sales channel into a powerful media channel — one that delivers measurable brand impact across awareness, consideration, and conversion. - Digital In-Store Ads Outperform Static
Dynamic digital displays consistently beat printed signage: +57% stronger SKU sales lift and higher brand ROI, thanks to eye-catching creative and real-time contextual relevance. - Reach Rivals (and Complements) TV
Grocery and pharmacy chains reach TV-scale audiences. In one study, in-store media added +13 points of incremental reach, boosting total campaign reach to 70%. - 3–5 Touchpoints Is the Sweet Spot
Exposure across three to five in-store locations drives the highest lifts (+34% SKU, +21% brand). Beyond five, effectiveness declines — proof that smart frequency beats blanket coverage. - Proximity Converts
Ads nearest to the shelf or checkout deliver ~30% higher sales lift than front-of-store or exterior placements. Visibility and shopper mindset matter most. - Experiential Is King
Product sampling reigns supreme with a jaw-dropping +95% sales lift. Immersive displays and sensory activations also top the performance charts. - Big Formats, Big Halo
Large digital formats like endcaps and takeovers amplify brand-wide impact — generating twice the incremental sales value of the featured SKU. - Small Stores Punch Above Their Weight
Convenience stores produce higher percentage lifts (31% SKU vs. 26% in large stores) thanks to tighter sightlines and higher per-shopper ad visibility. - In-Store + Digital = Full-Funnel Firepower
Retail media now drives both long-term brand building (37% of total brand effect) and short-term sales (49%), proving it’s more than just a trade tactic. - CMOs: Treat Stores Like Media Networks
The next growth frontier isn’t online—it’s on the ground. Integrating in-store retail media into cross-channel planning unlocks new reach, richer storytelling, and measurable ROI.
Stores are becoming media environments that drive discovery, intent, and conversion in one space. The next era of in-store retail media will continue to evolve commerce marketing in exciting, and measurable, ways.
