Which standards define in-store retail media measurement?
No single industry-wide standard currently defines in-store retail media measurement. IAB Europe states that there are currently no industry wide standards available to consistently measure the success of Retail Media campaigns 1. An IAB Europe survey of over 100 Retail Media buyers and sellers found that 70% of buyers think the lack of standards for Retail Media is a barrier to investment 1.
What guidance exists instead
- The Digital Out of Home (DOOH) & In-Store Retail Media Playbook 2024 sets out definitions for in-store retail media metrics, including In-Store Traffic, the number of measurable customers inside the store at points such as the entrance, near screens, shelves, aisles and check-out 2.
- The same playbook defines visual engagement KPIs such as attention time, glances and distance, measured using Anonymous Video Analytics sensors and product pickup sensors, alongside product pick-up and passers-by to onlooker conversion ratios 2.
- It also defines audience segmentation covering demographics such as age and gender, budget share and basket habits, enriched with socio-economic aspects, interests and preferences 2.
- Retailers are advised to standardize reporting and align with the Interactive Advertising Bureau's retail measurement guidelines 3.
Where measurement is heading
The playbook treats accuracy and reliability as paramount, which includes calibrating sensors and validating data collection methodologies, and notes that retailers and brands must ensure transparency and comply with stringent regulations 2. IAB Europe expects media quality measurement to form part of industry standards, as large advertisers request third-party verified media quality across previously unmeasured campaigns 1. Retail media is described as entering a maturity phase characterized by standardized metrics that let advertisers compare results across retailers 4.