What’s in Store for Retail Media Networks in 2025: Insights from NRF’s Exclusive Event

by | Jan 15, 2025 | Advertising, Analytics, NRF, Retail Media

retail media networks in 2025

Exploring the Future of In-Store Retail Media

and What It Means for Retailers, Advertisers, and Technology Partners

Last Saturday, on January 11, 2025, an exclusive prelude to NRF’s annual conference unfolded at Pier 60, Chelsea Piers, in New York City. This unique event, aptly themed “What’s In Store for Retail Media Networks in 2025,” brought together some of the brightest minds and influential voices in the industry. A mix of C-suite executives, retail innovators, advertising experts, and thought leaders gathered to explore the future of retail media networks, particularly focusing on their growing in-store presence. The event was more than just a series of panels and presentations; it was a window into how the retail media landscape is poised to evolve in the year ahead.

The choice of venue—a dynamic space overlooking the Hudson River—seemed emblematic of the industry itself: constantly moving, brimming with potential, and offering a view of uncharted horizons. Set against this backdrop, the discussions reflected both the promise and the challenges of in-store retail media, a sector expected to experience transformative growth in 2025. By the end of the day, one theme was clear: the convergence of digital sophistication and physical retail spaces is not just an idea but an imperative.

A Growing Sector with Big Stakes

Retail media networks are no longer a niche concept confined to e-commerce platforms or digital ads. They are emerging as a cornerstone of the modern retail strategy, with in-store retail media playing a starring role. The underlying driver? Retailers are realizing the immense value of leveraging their physical spaces to create targeted advertising opportunities, enhance customer experiences, and ultimately generate additional revenue streams. As Christian Raveaux of REWE Group pointed out during one session, “Retail media isn’t just an advertising platform; it’s becoming a key lever in how retailers compete and grow.”

For retailers, this shift means rethinking the role of their brick-and-mortar locations. Stores are no longer merely transactional hubs; they are now media channels and experiential destinations. The rise of digital signage, contextual in-store ads, and interactive customer touchpoints signals a new era where physical and digital seamlessly integrate. The data capabilities that retailers have honed online are finding their way into stores, enabling hyper-targeted messaging that can respond to customer behavior in real-time. This evolution has massive implications, not just for retailers but for advertisers, technology partners, and consultancy firms like V2 Strategic Advisors.

Why 2025 Is the Year for In-Store Media Growth

The buzz around in-store retail media is not incidental. Several converging factors are driving its prominence in 2025. First, as e-commerce growth stabilizes post-pandemic, retailers are turning their attention back to physical spaces as a way to differentiate. Consumers are returning to stores, but their expectations have shifted. They want experiences that are engaging, convenient, and personalized. In-store retail media fits neatly into this paradigm by enhancing the shopping journey while providing advertisers with a new way to reach shoppers at critical decision-making moments.

Second, advancements in technology have made in-store media more scalable and measurable. Digital signage, sensor-driven insights, and AI-powered analytics now enable retailers to not only deploy ads dynamically but also demonstrate ROI with precision. As Patricia Grundmann of OBI First Media Group emphasized, “Measurement is critical. It’s not just about what happens in the store; it’s about tying those interactions back to broader campaigns and sales outcomes.”

Finally, the sheer scale of opportunity is enticing. Retailers like Walgreens, Walmart, and Macy’s are already piloting or expanding their in-store media capabilities, and the momentum is only growing. With physical stores accounting for the majority of retail sales globally, tapping into this channel is no longer optional—it’s strategic.

What This Means for Retailers and Advertisers

For retailers, embracing in-store media represents a chance to monetize underutilized assets and create new revenue streams. It’s also a way to enrich customer experiences. Kelly Torgeson of Walgreens described their approach as “intentional,” highlighting how media placements in their stores are designed to educate, inform, and build trust with shoppers. This level of thoughtfulness is crucial in ensuring that in-store advertising enhances rather than detracts from the shopping experience.

For advertisers, in-store media offers unparalleled immediacy. The ability to reach customers at the point of purchase—with contextually relevant messaging—can significantly boost conversion rates. But it also requires a shift in mindset. Advertisers must think beyond traditional metrics like impressions and clicks and focus on how in-store media drives tangible business outcomes, such as increased basket sizes or brand loyalty. This shift will likely lead to new partnerships and more integrated campaigns, blending in-store, digital, and omnichannel strategies.

Panel: Brands Get Real: In Store RMN - Performance Media, Upper Funnel, or Both? Moderated by Lauren Johnson, Adweek, with Mike Sallette, Danone North America, Rachel Lawson, Mondelez International, Tijmen Willems, PRN, a STRATACACHE Company
The Role of Firms Like V2 in Navigating This Landscape

As the retail media ecosystem grows more complex, companies like V2 Strategic Advisors are uniquely positioned to help retailers and advertisers navigate the challenges and opportunities. One recurring theme from the event was the importance of collaboration—across internal teams, with technology vendors, and between retailers and advertisers. V2’s expertise in orchestrating these partnerships and aligning technology stacks with business goals will be critical.

Clients will likely approach firms like V2 with questions such as:

  • How do we integrate in-store media with our existing digital campaigns?
  • What are the best tools for measuring the ROI of in-store ads?
  • How can we ensure that our in-store media strategy aligns with our brand promise and enhances customer experiences?

The answers to these questions require a deep understanding of both the technology and the business context. For instance, ensuring that in-store media solutions are interoperable with CRM systems, loyalty platforms, and data lakes will be a key challenge—and one that firms like V2 are well-equipped to address.

Reading Between the Lines: Key Themes and Insights

While the discussions at Pier 60 were wide-ranging, several underlying themes emerged. First, the need for intentionality was a recurring motif. Retail media isn’t just about filling space with ads; it’s about creating value—for the retailer, the advertiser, and most importantly, the customer. As Sean Crawford of SMG put it, “It’s not about turning stores into Times Square; it’s about enhancing the shopping journey in meaningful ways.”

Second, the importance of measurement cannot be overstated. The ability to prove the effectiveness of in-store media will be a deciding factor in its adoption and success. Retailers and advertisers alike are demanding robust metrics that go beyond impressions to include sales lift, brand sentiment, and customer retention.

Finally, the concept of omnichannel synergy emerged as a guiding principle. In-store media must not exist in a silo but should be integrated seamlessly with online and offline touchpoints. This integration not only enhances customer experiences but also amplifies the impact of advertising campaigns, making them more cohesive and effective.

A Transformative Year Ahead

As we look ahead to 2025, it’s clear that in-store retail media is entering a new phase of maturity. The conversations at this year’s NRF prelude underscored both the opportunities and the complexities of this rapidly evolving space. For retailers, the challenge will be to deploy these solutions thoughtfully, ensuring they align with broader business goals. For advertisers, the focus will be on leveraging these new channels to deliver measurable value. And for partners like V2, the mission will be to guide stakeholders through this transformation, helping them unlock the full potential of retail media networks.

Building Trust Starts With A Conversation.

The year ahead promises to be a pivotal one. As technology continues to advance and consumer expectations evolve, in-store retail media will undoubtedly play a central role in shaping the future of retail and advertising. At V2, we’re excited to be part of this journey, helping our clients navigate the complexities and seize the opportunities of 2025 and beyond. If you and your team have any questions about retail media, reach out and let’s have a conversation.

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Brett Carneiro

Brett Carneiro

Author

Brett Carneiro is the Director of Marketing for V2 Strategic Advisors, helping to elevate the awareness of our brand and approach within the Salesforce and Partner ecosystem. Brett also works as a Sr. Sales Engineer, helping to run product demos and discovery sessions with clients, showing teams the 'Art of the Possible', using the latest products and V2 configurations that are available to solve business problems and increase efficency and profitability. Brett has been working in the marketing and sales space for more than 15+ years and has worked on both the brand and agency side. Additonally, in 2018, Brett earned an M.B.A. in Marketing, and also holds several active Salesforce certifcations.