Interpublic and Momentum Worldwide Research Reveals In-Store Media's Untapped Potential

Rhea-AI Summary

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.

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: 77% of shoppers will add unplanned items to their basket when exposed to in-store retail media. This impulse effect represents billions in potential revenue that many retailers are currently leaving untapped.

"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 48% of shoppers noticing in-store media 'always' or 'often,' the opportunity for brands is huge."

Brand Discovery Happens at Shelf
The study also found that 79% of shoppers will consider a new brand when exposed to in-store retail media, challenging the notion that brand discovery has moved primarily online. Traditional formats remain highly effective, with sampling/demos (58%) and branded displays (55%) ranking as the most impactful in-store media vehicles.

The Experience Economy Is Real
Despite years of digital transformation, 60% of consumers appreciate that in-store and online shopping serve different purposes, with only 31% wanting in-store to feel more like online experiences.

"Shoppers are telling us they don't want a blended experience," added Carly Johnson, SVP, Group Director Strategy, Experiential Commerce at Momentum Worldwide." The 63% who shop to fulfill emotional needs at least some of the time are looking for something that digital alone can't provide."

The Human Element Remains Critical
While the research shows 47% of shoppers are likely to purchase products recommended by AI shopping assistants, 30% express concern about losing human interaction in the shopping experience.

"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 $10.7 billion in 2024.

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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)?

The study found 77% of shoppers will add unplanned items to their basket when exposed to in-store retail media.

How does the Nov 20, 2025 research (IPG) describe brand discovery at shelf?

The research reports 79% of shoppers will consider a new brand after seeing in-store media, emphasizing shelf-level discovery.

Which in-store media formats performed best in the Nov 20, 2025 IPG/Momentum study?

Sampling and demos scored 58% impact and branded displays 55%, identified as the most effective formats.

What share of shoppers notice in-store media often or always according to the Nov 20, 2025 IPG study?

48% of shoppers said they notice in-store media 'always' or 'often.'

How does the Nov 20, 2025 research (IPG) view AI recommendations versus human interaction?

The study shows 47% are likely to purchase products recommended by AI assistants while 30% express concern about losing human interaction.