FEATURE etail media continues to gain
R momentum across Europe, with new findings from IAB Europe’ s 2025 Attitudes to Retail Media Report confirming that the channel is now a central part of the advertising mix.
The report finds digital screens are leading in-store adoption, first-party data is driving investment decisions and omnichannel integration is reshaping strategies across buyers and sellers.
Digital screens lead in-store investment
In-store retail media is shown as being driven primarily by digital screens, with 70 % of retailers
offering this format and 54 % of buyers investing. Compared to traditional methods, such as posters or sampling, digital screens offer measurable impact, creative flexibility and the ability to adapt campaigns in real-time.
By contrast, investment in in-store audio( 13 %) and connected shopping opportunities( 11 %) remains modest. While these channels have potential, buyers are prioritising formats that can demonstrate immediate return on spend and stronger shopper engagement.
Encouragingly, the report finds the proportion of retailers not offering any in-store media has dropped sharply, from 28 % in 2024 to 15 % in 2025. This shows how in-store activations
IAB Europe’ s 2025 Attitudes to Retail Media Report highlights the rise of digital screens in-store, growing investment in first-party data and omnichannel integration and the urgent need for industry-wide standards.
IAB EUROPE REPORT SHOWS RETAIL MEDIA GROWTH LED BY DIGITAL SCREENS AND FIRST- PARTY DATA
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