How to Future-Proof Your In-Store Retail Media Strategy for 2026
What 2025 taught us and what smart retailers are doing next
Retail media has officially gone mainstream. But not all channels are created equal and as the landscape matures, the pressure is on to deliver more than just impressions.
The last two years revealed both the explosive potential of retail media and the cracks forming under its surface: rising spend expectations, fragmented reporting, and the growing perception of a “retail media tax” that doesn’t always connect to results.
As we head into 2026, forward-thinking retailers and CPGs are shifting their attention from flashy platforms to the channel that’s always been hiding in plain sight: the physical store.
Lesson 1: In-Store Media Drives Real Purchase Intent
What we learned in 2025:
Shoppers don’t come to stores just to browse, they come to buy. And according to recent data, more than 1 in 3 in-store media campaigns delivered double-digit sales lifts, with some seeing increases over 20%.
That’s no accident. Shoppers are more open to inspiration—and more willing to make impulse buys—at the shelf than they are in a search result.
More than 50% of grocery shoppers buy unplanned items during store visits.
In-store RMNs don’t interrupt behavior, they enhance it.
What this means for 2026:
In-store digital screens, shelf displays, and interactive endcaps offer unmatched opportunities to connect at the moment of purchase. Smart retailers will double down on networked in-store inventory that drives conversion and supports their onsite and offsite strategy.
Lesson 2: Flexibility and Agility Win Over One-Size-Fits-All
What we learned in 2025:
Retailers and brands alike have had to pivot fast by launching products, adjusting price-pack architecture, and reacting to real-time demand signals.
Legacy ad channels can’t keep up. But in-store digital media? It’s built for it.
What this means for 2026:
To stay competitive, your RMN strategy needs to prioritize campaign flexibility and in-store media gives you the edge. Real-time content updates, localized A/B testing, and seasonal creative shifts can all be executed faster in-store than through external demand-side platforms (DSPs) or programmatic placements.
Lesson 3: The Store Is the Brand-Safe Channel Marketers Actually Want
What we learned in 2025:
With ongoing concerns around online brand safety (misaligned content, questionable adjacencies, and ad fraud) many CPGs are seeking controlled, brand-safe environments.
And what’s safer than your own store?
72% of consumers believe the content surrounding an ad reflects the brand’s values.
What this means for 2026:
Retailers that embrace their physical footprint as a trusted media environment will gain a new advantage in brand partnerships. In-store content is naturally non-controversial. It’s surrounded by merchandise, not memes. And the store itself is often the most trusted brand in the community.
Lesson 4: In-Store Media Is Built for the Next Generation of Shoppers
What we learned in 2025:
Younger shoppers are seeking immersive, connected experiences—and they’re spending more when retailers deliver them. 77% of shoppers said branded in-store moments directly influenced a purchase, and 84% of Gen Z and Millennials prefer brands that blend digital and physical retail.
What this means for 2026:
Retailers can no longer treat in-store and digital as separate strategies. In-store retail media offers the perfect bridge: it connects in-person engagement with digital loyalty, app interactions, and offsite retargeting.
In 2026, your physical locations will be your highest-impact media assets if you activate them right.
The Future of In-Store Retail Media in 2026
As retailers build their 2026 strategy, one thing is clear: in-store media is no longer an afterthought but a cornerstone.
It’s measurable. It’s brand-safe. It’s purchase-driven. And it gives regional and mid-market grocers a way to compete at the same level as national chains, with better margins and tighter control.
At Adsta, we’re helping retailers bring their in-store media inventory online, connect the dots across the full shopper journey, and turn their store into a revenue-generating media channel without adding operational complexity.
If you’re a CPG brand looking to expand reach and drive measurable sales, it’s time to rethink retail media before the year ends.
Want to activate your in-store media and make it work harder for you? Let’s talk.