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JUNE 8, 2026 |
Today’s EMARKETER Commerce Media Weekly is brought to you by LinkedIn Ads. |
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Most shoppers are fine with screens in grocery stores and a growing number are actively buying because of it. What they won't tolerate is a screen that gets in their way. |
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That's the core finding from Grocery TV's In-Store Shopper Perception Report 2026, conducted in partnership with Media, Ads + Commerce. The study maps where shopper receptivity is high, where it's fragile, and what brands and retailers need to do to capitalize on both. |
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Notably, 62% of shoppers have purchased something directly after seeing it on an in-store screen, according to the study. That number shows the last mile of the purchase funnel closing in real time, in a channel where the product is sitting on a shelf three feet away. |
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"There's a persistent myth that in-store is too late to influence purchase decisions, and this study puts that to rest," said Marlow Nickell, cofounder and CEO of Grocery TV. "Ninety-five percent of shoppers make at least half of their purchase decisions while they're in the store, and they're actively receptive to advertising while they're doing it. Brands that treat in-store as a last-mile reminder are undervaluing the channel because shoppers are already in a buying mindset, surrounded by the products being advertised, with no competing content in their feed." |
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Where screens work |
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Display formats at a store's entrance, checkout, app, deli, and pharmacy all cleared 84% favorability, according to the report. The logic behind those numbers is simple: These are zones where shoppers already pause. |
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The bottom of the rankings tells the opposite story. Cooler screens scored just 58.9% favorability, while shelf blades and shelf talkers both landed below 72%. |
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DoorDash announced new ad formats and features as it looks to fashion itself as a global commerce media platform. |
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They include: |
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Spotlight ad format, a premium homepage placement that helps brands and restaurants increase discovery at key moments of intent
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Clean room measurement via a new Live Ramp partnership, allowing advertisers to match their data to DoorDash’s to boost campaign reach and impact
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Enhanced functionality for smart campaigns, which now also support “buy one, get one free” promotions and automatically manage targeting, discounts, and campaign limits
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Auto-bidding with minimum return on ad spend (ROAS), which helps CPG advertisers optimize bids in real time while targeting specific returns |
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DoorDash is counting on its global reach to drive more advertising interest from larger brands. Its Wolt and Deliveroo acquisitions make it a more valuable partner for brands like PepsiCo seeking to reach customers in multiple markets. |
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