ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

The big answers: EMARKETER Daily quiz

Article |
 Sep 10, 2025

One-third of US adults use AI agents for discovery

Article |
 Sep 10, 2025

5 benefits CMOs hope to get out of AI

Article |
 Sep 10, 2025

Liquid Death shrugs off paid social ads, bets big on CTV

Article |
 Sep 10, 2025

The future of digital: GenAI's consumer journey, platform resiliency, and expertise investing

Article |
 Sep 10, 2025

The big answers: Retail Daily quiz

Article |
 Sep 9, 2025

TikTok tops social platforms for health info trust—but skepticism still reigns

Article |
 Sep 9, 2025

Apple bets on product polish as rivals push AI

Article |
 Sep 9, 2025

WeightWatchers enters menopause market with celeb-led rebrand

Article |
 Sep 9, 2025

NCUA’s report shows US credit unions’ strong performance and growth over the last four quarters

Article |
 Sep 9, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
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
Download
Report
Share
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.
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)
E-Mail ChartDownload

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

10charts

Reliable data in simple displays for presentations and quick decision making.

8expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. In-store retail media is building volume slowly despite increased urgency
    3. Without an Amazon equivalent, in-store retail media will face a slower trajectory
    4. The in-store imperative isn’t equally distributed; category and geography should guide the road map
    1. The convergence of analog tactics and digital in-store media will require retailers to realign internal teams
    2. In-store experiences are less homogenous than online ones, and in-store retail media must reflect that
    3. Recommendations for RMNs
    4. Recommendations for advertisers
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    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)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)
    Investment Remains the Biggest Hurdle to Wider Adoption of In-Store Ads (% of US agency and brand marketers, March 2025)Retailers That Can Monetize Their Store Footprints Will Unlock a Powerful New Retail Media Advantage, (US Amazon vs. Albertsons Companies site visits, loyalty program members, and store footprint, 2024)
    Scaling In-Store Retail Media Demands Broad Participation, Unlike Online Where a Few Giants Drive Critical Scale, (% of US retail ecommerce vs. total retail sales, by company, 2024)Where In-Store Traffic Dominates, In-Store Retail Media Becomes Mission-Critical, (US unique in-store to online visit ratio, by company, July 2024–June 2025)
    For Walmart, In-Store's Importance Is More Pronounced in Certain Geographical RegionsThree Touchpoints Drive the Most Efficient SKU Lift, While Five Maximize SKU and Brand Impact
    Matching In-Store Retail Media Formats to Shopping ContextSecondary Spaces* Provide the Most Effective Uplift for New Product Campaigns

    Interviewed for This Report

    Chuck Billups
    PRN-Stratacache
    Senior Vice President, Retail Media
    Interviewed August 5, 2025
    Collin Colburn
    IAB
    Vice President, Commerce and Retail Media
    Interviewed August 6, 2025
    Harvey Ma
    Sam’s Club Member Access Platform
    Vice President and General Manager
    Interviewed July 22, 2025
    Ali Miller
    Instacart
    General Manager, Advertising
    Interviewed August 5, 2025
    Marlow Nickell
    Grocery TV
    Founder
    Interviewed August 7, 2025
    Claire Reid
    SMG
    Client Director
    Interviewed July 31, 2025
    Kyley Rouse
    84.51°
    Lead, Commercial In-Store Media Strategy and Activation
    Interviewed August 7, 2025
    Mike Wessel
    84.51°
    Director of Activation: In-Store Media
    Interviewed August 7, 2025

    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
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client
    Unlock Unlimited Insights with PRO+
    Schedule a Demo