Interpublic and Momentum Worldwide Research Reveals In-Store Media's Untapped Potential
Interpublic (NYSE: IPG) and Momentum Worldwide published new global shopper research on Nov 20, 2025 arguing that in-store media remains a powerful but underused driver of sales and brand discovery. Key findings: 77% of shoppers add unplanned items after seeing in-store media, 79% will consider a new brand, and 48% notice in-store media “always” or “often.” Traditional tactics—sampling/demos (58%) and branded displays (55%)—rank highly. The study also reports 47% likely to buy from AI recommendations while 30% worry about losing human interaction, underscoring a hybrid tech-plus-human retail strategy.
Interpublic (NYSE: IPG) e Momentum Worldwide hanno pubblicato una nuova ricerca globale sui consumatori su 20 nov 2025, sostenendo che i media in-store rimangono un motore potente ma poco sfruttato delle vendite e della scoperta del marchio. Risultati chiave: 77% dei consumatori aggiungono articoli non pianificati dopo aver visto i media in-store, 79% considereranno un nuovo marchio e 48% notano i media in-store “sempre” o “spesso”. Le tattiche tradizionali—campionamenti/dimostrazioni (58%) e esposizioni brandizzate (55%)—occupano posizioni elevate. Lo studio riporta anche che 47% probabilmente acquisteranno su raccomandazioni AI, mentre 30% si preoccupano di perdere l'interazione umana, sottolineando una strategia di vendita al dettaglio ibrida tech-umano.
Interpublic (NYSE: IPG) y Momentum Worldwide publicaron una nueva investigación global sobre compradores a nivel mundial el 20 nov 2025, argumentando que los medios en tienda siguen siendo un impulsor poderoso pero subutilizado de las ventas y del descubrimiento de la marca. Hallazgos clave: 77% de los compradores añaden artículos no planificados después de ver los medios en tienda, 79% considerarán una nueva marca y 48% notarán los medios en tienda “siempre” o “a menudo.” Las tácticas tradicionales—muestreo/demostraciones (58%) y displays de marca (55%)—se ubican entre las más importantes. El estudio también reporta que 47% probablemente comprarán por recomendaciones de IA, mientras que 30% se preocupan por perder la interacción humana, subrayando una estrategia minorista híbrida tecnología-persona.
인터퍼블릭(NYSE: IPG)와 Momentum Worldwide가 2025년 11월 20일에 전 세계 쇼핑객에 대한 새로운 연구를 발표했으며, 매장 내 매체가 판매 및 브랜드 발견의 강력하면서도 충분히 활용되지 않는 동인임을 주장합니다. 주요 발견: 77%의 쇼핑객이 매장 내 매체를 본 후 예기치 않은 아이템을 추가하고, 79%가 새 브랜드를 고려하며, 48%가 매장 내 매체를 “항상” 또는 “자주” 알아차립니다. 전통적 전술—샘플링/데모(58%)와 브랜드 디스플레이(55%)—도 높은 순위를 차지합니다. 연구는 또한 47%가 AI 추천으로 구매할 가능성이 있으며, 30%는 인간과의 상호 작용 상실을 걱정한다고 보고하여, 기술+사람이 결합된 소매 전략을 강조합니다.
Interpublic (NYSE: IPG) et Momentum Worldwide ont publié une nouvelle étude mondiale sur les acheteurs qui, publiée le 20 nov. 2025, soutient que les médias en magasin restent un moteur puissant mais sous-utilisé des ventes et de la découverte de la marque. Principales conclusions : 77% des acheteurs ajoutent des articles non planifiés après avoir vu les médias en magasin, 79% envisageront une nouvelle marque et 48% remarquent les médias en magasin “toujours” ou “souvent.” Les tactiques traditionnelles—échantillonnage/démo (58%) et présentoirs de marque (55%)—sont en tête. L’étude indique également que 47% sont susceptibles d’acheter sur les recommandations d’IA, tandis que 30% s’inquiètent de perdre l’interaction humaine, soulignant une stratégie de vente au détail hybride technologie-plus-humaine.
Interpublic (NYSE: IPG) und Momentum Worldwide veröffentlichen eine neue globale Shopper-Forschung am 20. November 2025, die argumentiert, dass In-Store-Media nach wie vor ein leistungsstarker, aber ungenutzter Treiber von Umsatz und Markenentdeckung ist. Zentrale Ergebnisse: 77% der Käufer fügen nach dem Sehen von In-Store-Media unbedachte Artikel hinzu, 79% werden eine neue Marke in Betracht ziehen, und 48% nehmen In-Store-Media „immer“ oder „oft“ wahr. Traditionelle Taktiken—Sampling/Demos (58%) und gebrandete Displays (55%)—nehmen einen hohen Rang ein. Die Studie berichtet außerdem, dass 47% wahrscheinlich auf KI-Empfehlungen kaufen, während 30% sich Sorgen machen, die menschliche Interaktion zu verlieren, was eine hybride Tech-plus-Mensch-Handelsstrategie betont.
Interpublic (NYSE: IPG) و Momentum Worldwide نشروا بحثاً عالمياً جديداً حول المتسوقين العالميين في 20 نوفمبر 2025 يجادل بأن وسائل الإعلام داخل المتجر لا تزال محركاً قوياً لكنه غير مستغل بشكل كافٍ للمبيعات واكتشاف العلامة التجارية. النتائج الرئيسية: 77% من المتسوقين يضيفون عناصر غير مخطط لها بعد رؤية وسائل الإعلام داخل المتجر، 79% سيفكرون في علامة تجارية جديدة، و 48% يلاحظون وسائل الإعلام داخل المتجر بشكل “دائم” أو “غالباً”. التكتيكات التقليدية—التذوق/العروض التوضيح (58%) وواجهات العلامات التجارية (55%)—تحتل مرتبة عالية. كما يذكر الدراسة أن 47% من المحتمل أن يشتروا بناءً على توصيات الذكاء الاصطناعي بينما 30% يقلقون من فقدان التفاعل البشري، مما يؤكد على استراتيجية شراء بالتجزئة هجينة تقنيّة-بشرية.
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New Global Shopper Study Shows In-Store Experience Has Always Been Critical, Just Underutilized
New York, NY, Nov. 20, 2025 (GLOBE NEWSWIRE) -- Interpublic Group (NYSE: IPG) and global experiential agency Momentum Worldwide have released new research today challenging the industry narrative that in-store media is experiencing a "resurgence." The comprehensive study reveals that in-store media hasn't been reborn, it's been consistently powerful but dramatically underutilized by brands and retailers. As agentic commerce evolves, the physical store becomes even more critical as a space where technology and human interaction converge. Retailers who can balance AI-powered personalization with meaningful human connections will define the next era of retail excellence.
"The industry keeps talking about in-store as the new frontier, but our research shows it's been the frontier all along," said Carly Johnson, SVP, Group Director Strategy, Experiential Commerce at Momentum Worldwide. "Shoppers never stopped caring about the in-store experience. If anything, they've continued to demand better experiences while brands have been distracted by digital transformation."
The In-Store Media Impulse Effect
The research reveals a striking statistic:
"We've quantified what great retailers have always known intuitively: the in-store environment drives significant unplanned purchases when properly activated," said Amie Owen, Global Chief Commerce Officer at IPG Mediabrands. "With
Brand Discovery Happens at Shelf
The study also found that
The Experience Economy Is Real
Despite years of digital transformation,
"Shoppers are telling us they don't want a blended experience," added Carly Johnson, SVP, Group Director Strategy, Experiential Commerce at Momentum Worldwide." The
The Human Element Remains Critical
While the research shows
"Even as AI transforms shopping, the human element of in-store remains irreplaceable," adds Amie Owen, Global Chief Commerce Officer at IPG Mediabrands. "The most successful retailers will be those who leverage technology to enhance rather than replace the human connection."
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About Momentum Worldwide
Momentum Worldwide is the preeminent global experience agency combining creative, technology, strategy and design to deliver experiences that make brands matter more. Our work for brands spans Sponsorship, B2B, Commerce, and Music & Entertainment. With a legacy of shaping culture, the agency has earned accolades such as Cannes Lions, Effies, Clios, Agency of the Year, Best Place to Work and recognition for industry-leading sustainability practices. Learn more by visiting www.momentumww.com.
About Interpublic
Interpublic (NYSE: IPG) (www.interpublic.com) is a values-based, data-fueled, and creatively-driven provider of marketing solutions. Home to some of the world’s best-known and most innovative communications specialists, IPG global brands include Acxiom, Craft, FCB, FutureBrand, Golin, Initiative, IPG Health, IPG Mediabrands, Jack Morton, KINESSO, MAGNA, McCann, Mediahub, Momentum, MRM, MullenLowe Global, Octagon, UM, Weber Shandwick and more. IPG is an S&P 500 company with total revenue of
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Contact Information
Anna Dalziel
(Press, Momentum)
anna.dalziel@momentumww.com
Tom Cunningham
(Press, Interpublic)
(212) 704-1326
FAQ
What did Interpublic and Momentum Worldwide reveal about in-store impulse buys in the Nov 20, 2025 study (IPG)?
How does the Nov 20, 2025 research (IPG) describe brand discovery at shelf?
Which in-store media formats performed best in the Nov 20, 2025 IPG/Momentum study?
What share of shoppers notice in-store media often or always according to the Nov 20, 2025 IPG study?
How does the Nov 20, 2025 research (IPG) view AI recommendations versus human interaction?
