In-store retail media holds incredible potential, offering brands a unique opportunity to connect with consumers at the point of purchase. Yet, its true value often goes unnoticed due to challenges in discoverability.
As I’ve said before, “The landscape has evolved, but it can be limiting and challenging.” Unlike CTV or mobile ads, in-store media can get buried within larger programmatic exchanges, limiting its accessibility for buyers. This is where Retail Media Platforms (RMPs) come in.
RMPs play a crucial role in solving the discoverability challenge. By offering centralized, easy-to-navigate platforms, they allow brands and retailers to better manage and highlight in-store media as a distinct and valuable supply category. Instead of blending in with broader programmatic or digital-out-of-home buys, RMPs, in partnership with ISM, can position in-store media as a high-priority, stand-alone offering that’s easier for buyers to access, scale, and measure.
To unlock in-store media’s full potential, we need more than just technological innovation; we need to prioritize visibility in the retail media landscape. This means creating dedicated space for in-store media within RMPs and educating the market on its importance in omnichannel strategies.
The conversation around in-store media’s role in omnichannel strategies is just beginning. By elevating its visibility and leveraging RMPs to streamline access, we can ensure that this high-impact channel gets the attention it deserves.
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
