FEATURE are increasingly recognised as valuable, both for driving sales and for creating connected brand experiences. Yet despite this progress, nearly a third of buyers( 29 %) still allocate no investment to in-store activations, suggesting a gap between retail media’ s promise and actual budget deployment.

“ In-store digital is so much more than cardboard, stickers and sampling. The onus is on retailers and their agency partners to show the full scope of what is achievable to advertisers by way of shopper insight data in addition to attributable behavioural change and increased sales,” said Alison Dunham, Sales Director, In-Store Retail Media, UK, PRN, a STRATACACHE company.

Her comments reflect the evolution of retail media from a tactical, point-of-sale add-on into a strategic investment channel where digital formats can drive results across the full funnel.

On-site spend dominates, off-site gains traction

Over 90 % of buyers are shown as allocating at least 41 % of their digital retail media spend to on-site formats, underlining the dominance of retailer-owned platforms such as e-commerce sites and apps. These environments are prized for their proximity to the point of purchase and their ability to leverage first-party data for precise targeting.

Off-site investment, however, is also on the rise. The report shows budgets have jumped from 30 % to 46 % of buyers allocating significant spend to external channels such as display and social media. This reflects a shift towards more holistic strategies that connect the entire shopper journey – from awareness to conversion.

In-store digital screens, while gaining interest, still see comparatively limited spend. According to the report, this suggests untapped potential for retailers to develop more compelling propositions that combine data, measurement and creative innovation.

Growth drivers: First-party data and omnichannel integration

Looking forward, buyers have identified first-party data activation and omnichannel integration as the most important growth drivers for retail media in 2025, each cited by 39 %. Close behind, incrementality sales measurement is prioritised by 37 %, reflecting the industry’ s ongoing demand for performance accountability.

The prominence of these growth drivers marks a shift from 2024, when standardisation was the leading priority. While industry-wide standards remain critical, stakeholders are increasingly focused on outcome-based levers that can deliver value at scale.

For retailers, the report says the message is clear: future growth will depend on their ability to combine robust data assets with seamless cross-channel activation. Loyalty programmes, closed-loop measurement and the ability to connect on-site,

THIS YEAR’ S REPORT CONFIRMS THAT RETAIL MEDIA IS NO LONGER AN EMERGING TREND, BUT A STRATEGIC PRIORITY. www. intelligentretail. tech 25