The news: In-store digital media provider Looma has raised $10 million in Series B funding, alongside a $3 million credit facility, bringing its total to $30 million.

Looma operates a network of over 7,000 in-store screens across 1,100 retail locations. The platform reaches 27 million shoppers a month across retailers including Kroger, BJ's Wholesale Club, H-E-B, and Harris Teeter.

• The new funding will help the company scale its national footprint, including its recent deployment across wine and spirits departments in roughly 600 Kroger stores.
• The company says its expansion with Kroger followed a multiyear test across 50 stores, during which the platform increased category sales, improved end-cap execution, and delivered a two- to four-times incremental return on ad spend for featured alcohol brands, along with gains in brand awareness and first-time customer acquisition.

Zooming out: While in-store retail media is growing more slowly than expected, it still offers meaningful upside for companies that can execute effectively.

• We expect in-store retail media ad spend to cross the $1 billion mark in 2029. We originally projected that threshold in 2028 but pushed it back as adoption has built more gradually than anticipated, despite the channel’s long-term potential.
• Even as total digital in-store retail media spending will more than double over the next four years, it will still account for only about 1% of total retail media ad spend, underscoring how early the market remains.
• Grocery is poised to become the proving ground for in-store digital media, with 70% of grocery retailers planning to activate the format within the next 18 months, per Grocery Doppio. With 87.3% of grocery purchases still happening in physical stores, grocers have a clear opportunity to monetize their aisles and tap into new retail media revenue streams.

Our take: For in-store retail media to gain momentum, grocers (and other retailers) need to accelerate adoption and scale their programs. That’s no easy feat. The players capable of combining scale with measurable sales impact and operational ease will shape what comes next, and Looma’s performance in Kroger’s multiyear test puts it among the ones to watch. But the broader rollout will be the true test.

Go further: Read our In-Store Retail Media 2025 report.