Observed Signal · Jun 2, 2026 · Research Report · Source: Adweek · Impact: 2/5 · Sentiment: Positive
Shoppers More Receptive to In‑Store Digital Screens
Grocery TV published its 2026 In-Store Shopper Perception Report, co-published with analyst Andrew Lipsman, surveying more than 1,000 U.S. grocery shoppers. The study finds growing acceptance and effectiveness of in-store digital screens: 62% of shoppers report purchasing a product directly after seeing it on an in-store screen, and receptivity has increased across every major store zone since Grocery TV’s 2023 study (front-end acceptance rose ~23 points). The report also notes 95% of grocery shoppers make at least half of their purchase decisions in-store. Placement and contextual relevance strongly influence performance (shoppers are 2.5x more likely to consider a brand when ads fit the surrounding environment) and endcaps are seen as especially valuable. Grocery TV CEO Marlow Nickell and analyst Andrew Lipsman characterize the findings as an inflection point for in-store retail media.
Consumer survey shows majority conversion from in-store digital ads and a multi-year positive shift in sentiment, supporting retailer expansion of in-store inventory into retail media offerings.
Track EMARKETER Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Grocery TV released the 2026 In-Store Shopper Perception Report.
- The report surveyed more than 1,000 American grocery shoppers.
- 62% of shoppers said they purchased a product directly after seeing it on an in-store screen.
- Receptivity increased across every major store zone since 2023; front-end acceptance rose by about 23 percentage points.
- 95% of grocery shoppers make at least half of their purchase decisions in-store.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Instore Ads: The Key to Retail Media Growth
Instore Ads are presented as the missing link in the retail media mix. Digital screens at the point of sale enable planned, bookable advertising with data-driven, programmatic standards similar to online ads. The piece argues that Retail Media will be a growth engine in digital advertising, citing Emarketer’s 2023 forecast that Germany’s Retail Media revenue will more than double from 2023 to 2027. A key differentiator is omnichannel Retail Media linking digital contacts to real purchases, making ROPO effects measurable. Early pilots show that digital store areas can be integrated with DSP/SSP systems, enabling closed-loop measurement up to checkout. Standard KPIs include Ad Plays, Impressions, and Category Uplifts, with alignment to IAB and WFA efforts for unified KPIs and reporting APIs. Five levers for smarter planning are: full funnel, context at the shelf, cross-channel attribution, location/time-based targeting, and ongoing tech progress toward programmatic in-store buying and reporting.
Revolutionizing Retail: The Rise of In-Store Media
An episode of AdExchanger's Inside the Stack features Grocery TV CEO Marlow Nickell discussing the rising importance of in-store retail media. Nickell argues that even in a marketing landscape dominated by digital channels, physical retail remains the primary transaction venue, with 85–90% of transactions occurring in-store. The conversation explains why the in-store environment is increasingly central to the retail media ecosystem, calling for tighter alignment across onsite, offsite, and in-store campaigns. It highlights how context, placement, and timing—from store entrance to checkout—shape shopper decisions and position the store as both a conversion channel and a discovery platform. The discussion also tackles measurement and attribution in non-addressable environments, emphasizing that precision is not the only route to proving campaign performance and that marketers should consider broader signals when evaluating impact.
What is In-store retail media? How screens in stores create a new revenue stream for retailers
New article on Advision News Monitor about in-store retail media and how screens in stores create new revenue opportunities for retailers.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.