Consumers embrace digital media formats

In-store formats are the next frontier in retail media investments, as retailers and advertisers look to tap into the scale and purchase intent of consumers in physical stores. Most US retail sales still come from brick-and-mortar (83.8%). And while advertisers are taking advantage of retail media, in-store formats will account for less than 1% (0.7%) of total retail media ad spend in 2024.

Key findings:

• Consumers are highly aware of and favorably influenced by digital in-store formats in stores, seeing them as integral to their shopping experience.

• Consumers are willing to buy products immediately after encountering digital in-store formats featuring those products and are likely to seek more information about the company or products.

• Because consumers view digital in-store formats favorably, they say they influence where they shop and how much they spend—with consumers opting to visit stores with digital signage.