Scale, lack of measurement and difficulty of buying are some of the reasons why in-store media is underused: IAB study (Invidis)

by John Berkovich. Inventory and scale ranked among the top three considerations for 59% of respondents when evaluating in-store digital media investments, placing it ahead of measurement opportunities and cost or CPM. At the same time, measurement limitations and the complexity of activating campaigns remain obstacles to additional spending. […]