Aisle Watch In-store retail media is increasingly viewed as a full-funnel channel, but the way marketers plan, measure and organize around it has yet to catch up, according to new research from the Interactive Advertising Bureau and Grocery TV . Key findings More than 90 percent of respondents rated awareness or reach, consideration, sales lift and repeat purchase or loyalty as important or essential metrics for evaluating media investments, pointing to a full-funnel view of the channel. 43 percent said their organization is underutilizing its in-store retail media investment, suggesting retailers still have room to capture more value from the media assets they are building. Organizations with dedicated retail media and national media or brand teams are more likely to report fully leveraging in-store media, while those where shopper or trade marketing owns the channel are more likely to report underutilization. 59 percent ranked inventory and scale among their top three considerations when evaluating in-store digital media investment, ahead of measurement opportunities and cost per thousand impressions.