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EMARKETER

In-Store Retail Media 2025

What Will It Take to Wake Up Retail Media’s Sleeping Giant?

Report by Sarah Marzano  |  Sep 10, 2025
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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
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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.
Topics
Retail Media
US
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.

In-Store Retail Media Will Finally Cross $1B by 2029, but Its Total Share Will Remain Low, (billions in US in-store retail media ad spending, % change, and % of omnichannel retail media ad spending, 2025-2029)
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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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