ISM finds the biggest barriers to scaling in-store media are twofold: a measurement alignment gap and a measurement capability gap, where existing tools and methodologies—often adapted from digital—aren’t fit for purpose in a physical environment.
2026 Shopper Loyalty Across Retailers
Shoppers are highly fluid across retailers, driven primarily by price, heavily influenced by ads, and increasingly omnichannel—making cross‑retailer competitiveness essential to winning trips.
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