After countless conversations with retail media leaders, one thing became crystal clear: in-store advertising needs a transformation. Nearly 70% of RMN buyers cite complexity in the buying process as their biggest obstacle to digital in-store investment growth. Today, I’m excited to share insights from ISM’s inaugural In-Store Readiness Report that validates this industry-wide challenge.
What struck me most from our research was the consistent pattern across verticals—from grocery to home improvement to drug stores. Every retail media network faces similar hurdles in four critical areas: in-store experience, centralized infrastructure, monetization strategy, and standardization and measurement.
Retail Media Platforms (RMPs) are emerging as key players in helping retailers tackle these challenges. By providing a centralized platform that integrates with existing systems and scales across store locations, RMPs, in partnership with ISM, help drive more seamless media buying and measurement. However, the adoption of these platforms is not without its obstacles, particularly when it comes to the integration of in-store technology and maintaining consistent, high-quality execution across channels.
During my time building partnerships in digital media, I’ve watched the evolution of RMNs from the front row. The current landscape demands more than basic digital displays — successful retailers are reimagining their physical spaces as dynamic marketing platforms that deliver real value to brands and consumers alike.
Our report revealed an interesting paradox: while executive buy-in for in-store media is growing, many retailers struggle with the basics of hardware standards, infrastructure capability, and centralized software control. I hear this tension frequently in my conversations with RMNs. Their traditional retail divisions often question the investment in media capabilities, seeing it as a distraction from core retail operations.
But here’s what makes standardization so powerful: a simple, easy-to-understand platform actually reduces the resources needed to run a retail media network while increasing revenue that flows back to the overall retail business. Our research shows retailers who successfully integrate and standardize their in-store media operations are positioning themselves to lead the next wave of retail media innovation. Want to dive deeper into the current state of in-store readiness and where the industry is heading? Download our full report today!
Getting Started with ISM
Ready to transform your in-store media strategy? ISM is the retail industry’s first centralized platform standardizing and unifying digital in-store media. Our enterprise solution provides a single point of integration for Retail Media Networks, Retail Media Platforms, In-Store Solution Providers, and DSPs, simplifying access to diverse in-store media inventory globally.
Through innovative technology and strategic partnerships, we help retailers efficiently implement, manage, and measure in-store advertising campaigns while maintaining complete control over their unique customer experience.
Take the first step toward maximizing your in-store media potential — request your personalized readiness assessment today at https://instoremarketplace.com/.
Written by: Mark Fishkin
