Retail Media in 2026: From Digital to In-Store Dominance

Retail Media in 2026: From Digital to In-Store Dominance

Retail media has rapidly evolved into one of advertising’s fastest-growing channels. What started primarily as sponsored product listings and retailer websites has expanded into a much broader ecosystem. It now includes connected TV (CTV), digital out-of-home (DOOH), in-store media, and other omnichannel experiences that connect with shoppers across the buying journey.

As brands continue to search for new ways to reach shoppers at the point of purchase, retailers are investing in media solutions that bridge the digital and physical shopping journeys. Advertisers expect greater transparency, measurable performance, and advertising that captures attention without disrupting the consumer experience.

Here are five retail media trends shaping 2026 and what they mean for brands, retailers, and agencies looking to stay ahead.

Retail Media Is Expanding Beyond Online

For years, retail media meant advertising on retailer websites or mobile apps. But today, that definition is changing. As consumers move seamlessly between online and in-store shopping, brands are expanding their campaigns beyond e-commerce into physical retail environments.

In-store digital screens are projected to drive 55.9% of all DOOH ad spend growth between 2025 and 2029, highlighting the growing role of physical retail in modern media strategies. 

Marketers are now looking for ways to create consistent experiences throughout the shopper journey instead of treating online and offline advertising separately. In-store retail media provides another opportunity to influence consumers while they’re actively browsing products and making purchase decisions. 

As retail media expands beyond digital channels, physical stores are evolving from places of transaction into valuable media destinations.

Physical Stores Are Becoming Premium Advertising Channels

Despite continued e-commerce growth, physical retail remains where most purchases happen. 76% of purchases still occur in-store, while more than one-third of shoppers have purchased products after seeing in-store media.

These findings reinforce an important principle in advertising: timing matters. Reaching consumers while they're actively making purchases creates opportunities that complement digital advertising and reinforce messaging closer to the point of purchase.

Reaching shoppers in-store is no longer enough on its own. To maximize impact, brands are integrating physical retail media into broader omnichannel strategies.

Omnichannel Retail Media Is Becoming the Standard

Today’s shoppers rarely follow a linear path to purchase. They may discover a product on social media, research it online, receive an email promotion, and ultimately buy it in-store.

As a result, 77% of advertisers now use three or more retail media networks as part of their broader omnichannel strategy. Rather than replacing digital advertising, indoor retail media complements existing campaigns by reinforcing messaging in the final stages of the shopper’s journey.

As omnichannel strategies become more sophisticated, advertisers expect every touchpoint to contribute measurable value.

Measurement Is Becoming a Competitive Advantage

As retail media continues to mature, advertisers are looking beyond impressions and clicks to understand the impact of their campaigns. Brands want to know not only who saw an ad, but whether it influenced purchasing behavior and drove measurable business results.

Despite this growing demand, many retailers are still working to improve how they measure in-store media results. 44% of retailers report difficulty measuring the overall impact of their in-store retail media programs. As a result, investment in better attribution, standardized reporting, and closed-loop measurement continues to accelerate across the industry. 

For brands, better measurement means greater confidence in where advertising dollars are being spent. For retailers and media partners, it presents an opportunity to deliver more transparent, data-driven insights that demonstrate campaign performance and long-term value.

As measurement capabilities continue to improve, advertisers are gaining greater confidence in expanding their investments in retail media.

Retail Media Is Becoming a High-Trust, High-Engagement Advertising Channel

As digital advertising becomes increasingly crowded, brands are investing in media environments that naturally capture consumer attention. 

DOOH continues to demonstrate strong engagement, with 76% of viewers taking action after seeing a DOOH ad and 73% viewing the format favorably. These statistics highlight the unique ability of out-of-home media to engage audiences without interrupting their experience.

Unlike many digital formats, in-store advertising reaches consumers during natural shopping moments and allows brands to deliver relevant messaging when consumers are already in a buying mindset. As advertisers continue searching for effective ways to build awareness and influence buying decisions, high-attention retail media environments are becoming an increasingly important part of the media landscape.

Looking Ahead

Retail media continues to evolve as brands seek more effective ways to engage shoppers across both digital and physical environments. While digital channels remain essential, in-store media is becoming an increasingly important way to engage consumers throughout the path to purchase.

As these trends continue to shape the industry, brands and retailers will need partners that can help them create connected, measurable experiences in physical retail environments. At Dolphin Retail Media, we're committed to helping brands engage shoppers where buying decisions happen, delivering innovative indoor retail media solutions that complement today's omnichannel strategies.

References 

Osmos. (2026). In-Store Digital Screens and DOOH for Retail Media Networks: The 2026 Operator's Guide. [Osmos]

Rockbot. (2026). Retail Media Trends 2026: From In-Store to AI, What's Driving the $203.9B Market. [Rockbot – Retail Media Trends]

Adflux. (2026). Retail Media Statistics and Benchmarks 2026: Industry Data, Growth & Performance Metrics. [Adflux Retail Media Statistics]

Rockbot. (2026). Retail Media Measurement News: Data on the Industry's Biggest Unlock. [Rockbot – Retail Media Measurement]