IAB Europe proposes five‑zone model to measure in‑store retail media

IAB Europe last week opened a proposal for industry comment that splits the store into five zones and defines a six‑input method to calculate opportunity to see for in‑store commerce media. In Australia, 73 per cent of retailers cite measurement as the top challenge for the channel, while in Europe 95 per cent of food‑and‑beverage sales occur in‑store yet over 99 per cent of retail media spend stays online.

The proposal outlines six inputs for calculating opportunity to see: footfall, store count, campaign duration, number of placements, aisle penetration and share of voice. It also provides a method to count impressions in stores lacking sensor technology, which applies to most locations. Albertsons’ earlier incrementality framework uses close to 60 variables to match test and control stores and estimate sales lift without the media. Under the five‑zone model, each zone requires its own creative, KPI and pricing, and brands should plan a shopper path rather than a uniform screen network.

Earlier this year, Albertsons set out an in-store incrementality framework using close to 60 variables to match test and control stores and estimate what would have happened without the media. In Australia, IAB Australia’s Retail and Commerce Media State of the Nation report found that 73 per cent of the industry cites measurement as the top challenge for the channel. IAB Europe’s proposal seeks to address these gaps by introducing a standardised five‑zone approach to measure in‑store commerce media.

What we know

• 73 per cent of the industry cites measurement as the top challenge for the channel

• 95 per cent of food and beverage spending happens in-store in Europe

• more than 99 per cent of retail media advertising spend remains online in Europe

• Albertsons set out an in-store incrementality framework using close to 60 variables

• the IAB Europe proposal splits the store into five zones