The win, win, win scenario for shoppers, retailers, and brands. 

For anyone paying attention to the grocery industry, it has been abundantly clear that the buzz surrounding retail media networks is more than a passing trend. As the landscape of grocery advertising continues to shift, retail media is evolving to align with industry trends. This means taking on more sophisticated and strategic forms that enhance consumer engagement, streamline marketing efforts, and seize new opportunities for customers, retailers, and brands to shop with unparalleled precision. 

Welcome to Retail Media 3.0… 

While retail media networks have become increasingly advanced, continuously providing better audience targeting and dynamic ad placements, the latest wave of innovation includes deeper integrations with in-store shopping. Because the vast majority of grocery shopping still happens in physical stores, the integration of digital strategies with the physical shopping experience has never been more important. 

The Next Era of Retail Media

It’s no surprise how retail media networks became the industry standard and quickly grew to a $62 billion dollar industry within the grocery sector. By leveraging advanced consumer analytics to allow for direct audience targeting and analyzing data based on shopping habits, retail media has allowed brands to redefine how they engage with their customers. This data-driven approach has allowed brands to place the right message in front of the right audience at the right time. It also enhanced the consumer experience by making shopping more personalized and efficient. 

However, retail media networks are only successful insofar as they continue to adapt to consumer behaviors, and an overwhelming amount of data suggests that this means supporting the brick-and-mortar shopping experience. "Physical stores are becoming a significant media channel for brands, drawing 70% larger audiences than their digital counterparts," explains Andrew Lipsman, an independent analyst at Media, Ads + Commerce. In response to this, retail media networks are adapting to extend the personalization further into an all-encompassing omnichannel experience that combines proven digital advances with the physical retail environment. Creating a whole new world of digital signage, in-store analytics, and interactive displays. 

Making Digital, Personal 

One of the biggest perks of in-store retail media is that it has the potential to reach a wider audience of consumers, whose habits make it harder to reach with digital advertising—and retailers are starting to take notice. While in-store retail media ad spend was only around $240 million in 2023, it’s expected to grow quickly over the next four years, more than tripling by 2027. As retailers continue to blend physical and digital strategies, the effectiveness of in-store media is expected to rise, driving better outcomes for retailers, consumers, and brands.

Shoppers might already be noticing a difference at major retailers like Walmart and Kroger, which both have invested heavily in deploying in-store retail media solutions to their stores. Whether it’s third-party ads on screens in self-checkout lanes, smart screens on doors in cooler aisles, or advertising spots over the store’s radio, these strategies are transforming the way products are getting put in front of customers. As these technologies continue to evolve and become more sophisticated, the potential for in-store retail media to drive sales and build customer loyalty will only increase, making it a crucial element in the future of retail marketing strategies.

A Retail Revolution

As retailers hustle to solidify in-person components to their existing media networks, Adsta has been ahead of the curve with thousands of retail locations already operating with in-store devices. By seamlessly connecting these devices with other digital channels, retailers within Adsta’s media network are already connecting with shoppers right when it matters most—in the aisles of the store. 

This is more than just placing advertisements, it’s revolutionizing the shopping experience by providing relevant and timely information that genuinely assists consumers. Whether it’s products they’ve been meaning to try or the perfect recipe they hadn’t thought of, Adsta’s early adoption and integration of in-store devices is making big waves at grocery stores across the country. 

Typically, the emergence of new trends in any industry can inadvertently sideline certain players, leaving them out in the cold as the market shifts in new directions. However, as Retail Media 3.0 starts to take shape, it really does seem like the exception to the rule creating a win, win, win, scenario for shoppers, retailers, and CPG brands alike. 

Shoppers win because they get more engaging content, personalized offers, and a streamlined shopping experience that adds value beyond a simple transaction. Retailers win as they improve the shopping experience, boosting customer loyalty and sales. Meanwhile, CPGs benefit from the ability to deliver targeted advertising directly to consumers at the point of purchase, increasing the effectiveness of their marketing efforts and extending their reach. 

With so many wins, the only way to lose is to sit on the sidelines. Contact Adsta today to find out what Retail Media 3.0 means for you.