NRF 2026 Retail Media Network Report

Retail Media Network What’s in Store
—Unraveling the value of and breakthroughs in in-store advertising from 19 media-exclusive sessions

Even now that online shopping has become established, approximately 84% of North American consumer spending occurs in physical stores. Nevertheless, retail media advertising budgets are concentrated in digital domains such as E-commerce. Currently, advertising slots on company websites are said to be "99% saturated," and with the spread of generative AI like ChatGPT, consumer shopping behavior has changed significantly.

In an era of saturation in online ad slots and consumers doing their comparative research with AI before visiting a store, physical "in-store advertising" is beginning to attract attention.

We explain why in-store advertising is highly profitable and enhances the value of the retail business, as well as the "three walls" (barrier of measurement / barrier of organization / barrier of talent) that have hindered the expansion of in-store media, and "standardization of measurement" and "AI utilization" to overcome them.

About the NRF 2026 Retail Media Network Report

This report is written based on participation in the "Retail Media Network" held for media personnel at "NRF 2026." It analyzes all 19 sessions broadcast at the event comprehensively.

Under the supervision of BEEATS President and CEO Kashiwagi and World Mode Holdings Co., Ltd. President Kafuku, who experienced it locally, we explain the latest trends in the retail media market.

Amidst digital advertising reaching its limit of saturation, we have summarized the awakening of "in-store advertising," said to be a $20 billion market annually in North America alone, and tips for breaking through its barriers.
Please use this material as a strategy for future retail and in-store advertising.

What you can learn from this document

• About the "sleeping giant (in-store media)" that holds approximately 84% of consumer spending
• Why "digital signage" brings an average 8.1% sales increase as shown by empirical data
• What is the true nature of the "triple barrier" (barrier of measurement / barrier of organization / barrier of talent) that hinders the expansion of in-store advertising?
• Latest cases showing how top companies like Costco and 7-Eleven are overcoming these walls

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Introducing a part of the actual report material!

■Table of Contents
Introduction: Why has retail media bypassed physical stores?
・Where retail media stands today──Dynamics of concentration and saturation
1) Inside the $70 billion market: The structure dominated by Amazon
2) The digital ceiling: Saturation of ad slots on company websites and limits of external delivery
・Untapped advertising assets called stores──$20 billion in opportunities and the walls blocking their realization
1) Why is in-store advertising highly profitable?
2) Does digital signage really move sales?
3) The triple barrier of measurement, organization, and talent
・Where is the breakthrough?
1) How to prove that "the advertisement reached the customer"
2) How will AI change in-store advertising?
・When the "sleeping giant" begins to walk
　

Editor Information
Liberty
Liberty Toki, Representative/Chief Marketing Strategist and Advisor at Liberty & Friends Inc. Well-versed in information on New York and overseas. Primarily supports global businesses expanding between Japan and the US. In addition to providing research reports on the latest trends and business information in New York for private companies, government agencies, financial institutions, and research firms, she is also a frequent study group lecturer, writer for various media, and speaker. She also serves as Data Operating Manager at Spate, a New York-based data science firm.

NRF 2026 report also available now!

In addition to this report, which introduces the latest trends in the retail media market, we have also published a report on "NRF 2026," one of the world's largest retail conferences. It summarizes the shift in shopping from "search" to "conversation," the latest trends in "agent commerce," trends in the retail industry, and the content of Google's CEO's first-ever speech.
Details Here Please check here.　※ Materials are available in Japanese only.