In-store retail media is seeing particularly strong momentum across global markets even in times of economic uncertainty. At the STRATACACHE What’s In Store for Retail Media Networks event at NRF 2025, a panel of industry experts from Walmart Connect Mexico, OBI First Media Group, REWE Group Retail Media Connect, and SMG discussed the growth of in-store retail media and shared their insights on best practices, measurement strategies, and future trends.

Why In-Store Retail Media is Thriving Globally

While in-store retail media has gained traction in the U.S., its adoption in Europe and Latin America is expanding even more rapidly. Panelists highlighted several key drivers:

• Customer-Centric Strategies: Patricia Grundmann, VP of Retail Media and Managing Director of OBI First Media Group, emphasized the importance of aligning in-store media with customer journeys. For retailers with large-format stores, this means integrating digital signage, in-store radio and video walls to engage shoppers from the parking lot to the checkout aisle.
• High Retail Foot Traffic: Ailne Garza Heiras, Head of Planning and Client Success at Walmart Connect Mexico, noted that 94% of Walmart Mexico’s sales come from physical stores, presenting a unique opportunity to reach millions of customers daily — often more effectively than traditional media channels.
• Data Integration: Successful retail media strategies rely on merging online and offline data, enabling brands to deliver highly targeted and personalized in-store experiences.

What Advertisers Want from In-Store Retail Media

Advertisers are increasingly investing in in-store retail media, but their priorities vary by market. According to Christian Raveaux, Head of Retail Media Connect at REWE Group, new product introductions are one of the biggest use cases for in-store retail media. Brands need more than just return on ad spend (ROAS); they also seek increased awareness and measurable brand impact.

Sean Crawford, Managing Director for North America at SMG stressed the importance of consistency across media touchpoints. Advertisers expect their messaging to remain uniform whether a shopper sees an ad in-store, on a retailer’s website, or through off-site programmatic channels. Moreover, advertisers are focused on minimizing wasted ad spend by leveraging first-party retail data to reach the right customers at the right time.

Overcoming Operational Challenges at Scale

Implementing in-store retail media at scale presents logistical hurdles. Walmart Connect Mexico has focused on three key areas:

1. Digital Transformation – Migrating from traditional media like printed shelf tags to digital signage and smart displays.
2. Personalization and Smart Sensors – Deploying in-store sensors to tailor advertising based on real-time shopper behavior.
3. Omnichannel Measurement – Achieving digital-like precision in measuring in-store campaign effectiveness.

Sean Crawford pointed out that many retailers are still navigating the complexities of becoming media companies. Structuring retail media operations, managing ad tech investments, and ensuring internal alignment on revenue flow are all critical to scaling successfully.

The Importance of Measurement and Standardization

Retailers and advertisers alike are seeking more robust measurement solutions. Patricia Grundmann emphasized that first-party data, particularly from loyalty programs, plays a crucial role in capturing insights beyond purchase data. OBI First Media Group, for example, uses its loyalty app not only to track transactions but also to engage customers with service offerings like virtual home improvement consultations.

Christian Raveaux highlighted the significance of integrating in-store metrics with established digital measurement frameworks. As industry standards for in-store media measurement continue to develop, early adopters are gaining an edge by proving the impact of their campaigns through A/B testing, brand lift studies, and foot traffic analysis.

What’s Next for In-Store Retail Media?

Looking ahead, the panelists identified three major trends shaping the future of in-store retail media:

• Expansion of Digital Signage – Retailers are investing in digital screens, seeing rapid ROI and a shorter payback period.
• Retailtainment and Experiential Marketing – Walmart Connect is piloting flagship brand stores and large-scale in-store events to create immersive brand experiences.
• AI and Personalization – The next frontier is leveraging AI to dynamically adjust in-store advertising based on real-time customer engagement.

Final Thoughts

As retail media continues to mature, in-store activations are becoming a key differentiator for global retailers. This panel discussion underscored that success in this space depends on integrating digital capabilities, leveraging first-party data, and refining measurement frameworks.

For brands and advertisers, in-store retail media is no longer just about point-of-purchase marketing — it’s a fully connected, omnichannel experience that drives brand engagement and sales at scale.

What’s Next?

 

What’s In Store for Retail Media Networks industry leaders explored how Connected TV (CTV) is reshaping the future of retail media. Ben Reynolds (Walkbase), Lindsay Pullins (Roku), and Jay Rajdev (ITV) discussed the intersection of CTV and retail data, the need for collaboration, and the opportunities ahead for retailers, advertisers, and media platforms.

The Role of CTV in the Retail Media Ecosystem

Retailers and brands are looking beyond traditional digital ad placements to create more meaningful customer connections. CTV presents a unique opportunity, acting as both an awareness driver and a performance marketing tool. As Pullins noted, Roku’s dominance as the leading TV operating system in the US, Canada, and Mexico allows advertisers to tap into valuable data insights while offering consumers a seamless viewing experience.

Rajdev shared how ITV, the UK’s largest commercial broadcaster, is working with retailers like Tesco and Boots to create data-driven ad solutions. With over 200 campaigns executed and 70+ measurement studies completed, ITV is demonstrating how retailer data can be leveraged for precise audience targeting on the big screen.

Overcoming Fragmentation with Innovation

While CTV provides an engaging format, brands and retailers still face challenges in navigating media fragmentation. Audiences are spread across platforms like TikTok, YouTube, and social media, making it essential to unify marketing strategies across channels.

For ITV, this means integrating retailer data into its self-service programmatic platform, PlanetV. Rajdev highlighted how ITV is automating audience segmentation to streamline ad targeting for retail brands, taking cues from the ease of use found in platforms like Meta Ads Manager and DV360.

Pullins echoed this sentiment, pointing to Roku’s ability to collapse the marketing funnel by combining brand awareness with measurable retail outcomes. By integrating retail media data with CTV campaigns, advertisers can move beyond Return on Ad Spend (ROAS) to track incrementality and long-term impact.

The Future of Retail Media: Personalization, Automation, and Shoppability

As retail media matures, the next frontier is making advertising more actionable. Both Roku and ITV are investing in solutions that reduce friction between awareness and conversion.

• Shoppable TV: Roku’s partnership with Walmart Connect allows users to purchase products directly from their TV screen in just three clicks, creating a seamless shopping experience.
• Lead Generation on CTV: ITV is launching a new ad format that enables viewers to express interest in a product or service via their remote, providing valuable first-party data for advertisers.
• Automation & AI: ITV is working to automate the integration of retailer audience segments into its ad-buying platform, making it easier for CPG brands to reach relevant shoppers at scale.

The Key Takeaway: Collaboration is Critical

Both speakers stressed that successful retail media partnerships require cross-functional collaboration. From aligning efforts on data privacy policies to co-developing business roadmaps, retailers and media companies must work together to unlock the full potential of CTV advertising.

As Reynolds summed up, “We’re moving beyond silos to build highly targeted, data-driven media strategies that work for both brands and retailers.”

With the continued growth of CTV and the increasing sophistication of retail media networks, 2025 is shaping up to be a pivotal year for advertisers looking to close the loop between brand awareness and measurable sales impact.

You can see the discussion here.

What’s Next?

 

Retail media has dominated discussions in the industry, but at the What’s In Store For Retail Media Networks event during NRF 2025, a panel of experts provided a fresh perspective — how retail media is structured, measured and optimized within brands themselves. Featuring leaders from Danone, Mondelez, and Bayer, the session explored the evolving role of retail media and its impact on brand awareness, omnichannel strategies and organizational collaboration.

The Organizational Puzzle: Where Does Retail Media Fit?

Retail media may be positioned as a massive opportunity for brands, but how companies structure their teams around it varies. As Chelsey Alexander, VP of Emerging Digital Platforms at Bayer, explained, the approach depends on a brand’s stage in its retail media journey. Early adopters might treat retail media as a trade execution function, while more mature organizations centralize budgets and strategies to maximize efficiency.

Rachel Lawson, former Marketing Director at Mondelez, highlighted the shift towards omnichannel marketing. Mondelez merged its digital and shopper marketing teams to create a unified approach, ensuring alignment across brand, e-commerce and in-store media efforts.

Mike Sallette, VP of Media Licensing and Sponsorship at Danone, reinforced this point, explaining that Danone’s retail media strategy spans shopper marketing, e-commerce and brand media teams, each controlling different budgets and tactics. The result? Stronger integration, higher ROI and a seamless consumer experience across channels.

Agility and Collaboration: The Key to Retail Media Success

One of the standout examples of agile collaboration came from Danone’s response to an FDA announcement linking regular yogurt consumption to a reduced risk of type 2 diabetes. Within days, the company updated digital shelves, syndicated UPCs and launched targeted retail media campaigns to capitalize on the surge in consumer interest. The result? A third of buyers influenced by the campaign were new to the brand, with a significant portion also being new category buyers — a testament to the power of retail media when executed with speed and precision.

For Mondelez, in-store retail media proved invaluable in driving brand awareness and purchase intent. A campaign for BelVita breakfast biscuits leveraged digital screens, shelf talkers and point-of-sale QR codes linking coffee purchases with BelVita discounts. Despite varying levels of consumer engagement, the brand saw coupon redemptions three times higher than forecasted, demonstrating the effectiveness of blending physical and digital touchpoints.

What Retailers Get Right … and Where They Can Improve

The panelists praised retailers’ deep understanding of their shoppers and their ability to engage consumers effectively through retail media. However, they also highlighted key challenges. One recurring theme? The assumption that brands have unlimited budgets to funnel into retail media.

Rachel Lawson pointed out that brands often shift budgets between brand marketing, trade and retail media — meaning new investments aren’t always additive. Mike Sallette added that some retailer-managed media buys create overlap with existing brand campaigns, leading to inefficiencies and wasted ad spend. Greater transparency and collaboration between brands and retailers could help solve these challenges.

The Future of Retail Media: More Than Just Lower Funnel Metrics

One of the most debated topics was whether retail media is a true brand awareness vehicle. Historically seen as a lower-funnel conversion tool, the panelists argued that retail media can — and should — play a broader role in the marketing mix.

At Danone, upper-funnel investments through retail media networks have driven strong incremental brand growth. However, Sallette noted that measuring success requires looking beyond traditional return on ad spend (ROAS) metrics. When reaching new consumers, lower ROAS may indicate higher long-term brand growth, rather than an inefficiency.

Lawson echoed this sentiment, stating that retail media can function as a full-funnel strategy, especially when in-store activations create awareness and drive purchase decisions in real time.

Final Thoughts: It’s a Team Effort

Retail media is evolving rapidly, and brands are continuously adapting to make the most of these opportunities. The key takeaways from the NRF panel? Brands need agile, cross-functional teams to execute effective retail media strategies, while retailers must improve transparency and collaboration to ensure mutual success. As retail media continues to mature, its role will extend beyond conversion tactics — becoming a vital tool for both brand awareness and long-term growth.

Watch the discussion here. 

What’s Next?