Interpublic Group and Momentum Worldwide Release Research Highlighting the Untapped Potential of In-Store Media

New research from Interpublic Group and Momentum Worldwide highlights the consistent value of in-store media, often underutilized by brands.

Quiver AI Summary

Interpublic Group and Momentum Worldwide have published new research that disputes the idea of a resurgence in in-store media, asserting instead that it has always been a powerful yet underutilized tool for brands and retailers. The study indicates that 77% of shoppers are likely to add unplanned items to their baskets when exposed to in-store retail media, highlighting a significant opportunity for retailers. It claims that 79% of shoppers are open to considering new brands based on in-store media exposure, countering the belief that brand discovery is primarily online. Additionally, the research emphasizes the importance of balancing AI technology with human interaction in enhancing the shopping experience. Despite ongoing digital transformation, consumers value the unique aspects of in-store shopping and seek emotional fulfillment from it, underscoring that the human element remains essential.

Potential Positives

The research reveals that 77% of shoppers are likely to make unplanned purchases when exposed to in-store media, highlighting a significant revenue opportunity for retailers.
79% of shoppers consider new brands when exposed to in-store retail media, suggesting that traditional in-store advertising remains effective for brand discovery.
The study indicates that 60% of consumers appreciate distinct purposes for in-store and online shopping, reinforcing the value of in-person retail experiences.
The emphasis on balancing AI and human interaction underscores the company's forward-thinking approach to enhancing the retail experience, positioning it as a leader in the evolution of commerce.

Potential Negatives

The press release highlights that in-store media is significantly underutilized, suggesting a missed opportunity for the company and its clients in leveraging this channel effectively.
The statement indicating that brands have been "distracted by digital transformation" implies that Interpublic Group and its clients may not be keeping pace with critical shifts in consumer behavior and market trends.
By emphasizing consumer preference for human interaction over AI, the release may raise concerns about the company's investments in AI technologies and the potential alienation of customers who prefer personalized experiences over automation.

FAQ

What does the recent research from Interpublic Group and Momentum Worldwide reveal?

The research indicates that in-store media is underutilized but has consistently been powerful in driving consumer engagement.

How does in-store media influence shopping behavior?

The study shows that 77% of shoppers add unplanned items to their baskets when exposed to in-store media, indicating significant impulse buying.

What percentage of shoppers consider new brands due to in-store media?

79% of shoppers are likely to consider a new brand when exposed to in-store retail media, underscoring its effectiveness in brand discovery.

How important is the human element in the shopping experience?

While 47% of shoppers may buy products recommended by AI, 30% are concerned about losing human interaction in-store, highlighting its importance.

What do consumers want from their in-store shopping experience?

60% of consumers appreciate distinct roles for in-store and online shopping, with many preferring authentic in-store interactions over digital experiences.

Disclaimer: This is an AI-generated summary of a press release distributed by GlobeNewswire. The model used to summarize this release may make mistakes. See the full release here.

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Full Release

New York, NY, Nov. 20, 2025 (GLOBE NEWSWIRE) -- Interpublic Group (NYSE: IPG) and global experiential agency Momentum Worldwide have released new research today challenging the industry narrative that in-store media is experiencing a "resurgence." The comprehensive study reveals that in-store media hasn't been reborn, it's been consistently powerful but dramatically underutilized by brands and retailers. As agentic commerce evolves, the physical store becomes even more critical as a space where technology and human interaction converge. Retailers who can balance AI-powered personalization with meaningful human connections will define the next era of retail excellence.

"The industry keeps talking about in-store as the new frontier, but our research shows it's been the frontier all along," said Carly Johnson, SVP, Group Director Strategy, Experiential Commerce at Momentum Worldwide. "Shoppers never stopped caring about the in-store experience. If anything, they've continued to demand better experiences while brands have been distracted by digital transformation."

The In-Store Media Impulse Effect
The research reveals a striking statistic: 77% of shoppers will add unplanned items to their basket when exposed to in-store retail media. This impulse effect represents billions in potential revenue that many retailers are currently leaving untapped.

"We've quantified what great retailers have always known intuitively: the in-store environment drives significant unplanned purchases when properly activated," said Amie Owen, Global Chief Commerce Officer at IPG Mediabrands. "With 48% of shoppers noticing in-store media 'always' or 'often,' the opportunity for brands is huge."

Brand Discovery Happens at Shelf
The study also found that 79% of shoppers will consider a new brand when exposed to in-store retail media, challenging the notion that brand discovery has moved primarily online. Traditional formats remain highly effective, with sampling/demos (58%) and branded displays (55%) ranking as the most impactful in-store media vehicles.

The Experience Economy Is Real
Despite years of digital transformation, 60% of consumers appreciate that in-store and online shopping serve different purposes , with only 31% wanting in-store to feel more like online experiences.

"Shoppers are telling us they don't want a blended experience," added Carly Johnson, SVP, Group Director Strategy, Experiential Commerce at Momentum Worldwide." The 63% who shop to fulfill emotional needs at least some of the time are looking for something that digital alone can't provide."

The Human Element Remains Critical
While the research shows 47% of shoppers are likely to purchase products recommended by AI shopping assistants , 30% express concern about losing human interaction in the shopping experience.

"Even as AI transforms shopping, the human element of in-store remains irreplaceable," adds Amie Owen, Global Chief Commerce Officer at IPG Mediabrands. "The most successful retailers will be those who leverage technology to enhance rather than replace the human connection."

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About Momentum Worldwide
Momentum Worldwide is the preeminent global experience agency combining creative, technology, strategy and design to deliver experiences that make brands matter more. Our work for brands spans Sponsorship, B2B, Commerce, and Music & Entertainment. With a legacy of shaping culture, the agency has earned accolades such as Cannes Lions, Effies, Clios, Agency of the Year, Best Place to Work and recognition for industry-leading sustainability practices. Learn more by visiting www.momentumww.com .

About Interpublic
Interpublic (NYSE: IPG) ( www.interpublic.com ) is a values-based, data-fueled, and creatively-driven provider of marketing solutions. Home to some of the world’s best-known and most innovative communications specialists, IPG global brands include Acxiom, Craft, FCB, FutureBrand, Golin, Initiative, IPG Health, IPG Mediabrands, Jack Morton, KINESSO, MAGNA, McCann, Mediahub, Momentum, MRM, MullenLowe Global, Octagon, UM, Weber Shandwick and more. IPG is an S&P 500 company with total revenue of $10.7 billion in 2024.

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Contact Information
Anna Dalziel
(Press, Momentum)
[email protected]

Tom Cunningham
(Press, Interpublic)
(212) 704-1326