IAB Europe proposes one way to count in-store retail media impressions

IAB Europe published version 2 of its In-Store Retail Media Definitions and Measurement Standards on 17 September. The draft sets one way to plan, sell and measure ads inside physical shops, from screens at the entrance to signs on the shelf. Anyone in the industry can comment until 23 October.

The document comes from IAB Europe’s Retail & Commerce Media Committee and builds on a workshop held in July. It thanks 14 retail media networks from across Europe and says it was written with IAB US.

The draft splits every store into five zones

Ads are grouped by where they sit: outside the store, at the entrance and away from the category, at the checkout, in the aisles, and a fifth group for other and connected store formats. The aim is that a buyer comparing two retailers compares the same kind of placement.

An impression means a shopper had a chance to see the ad

The draft defines an impression as “visual contact with the ad” and treats it as the main trading unit. It is counted as an opportunity to see. That figure multiplies six inputs: daily footfall, number of stores, days live, placements per store, the share of shoppers who pass that aisle, and the campaign’s share of voice.

The document gives a worked example. A store network with 50,000 daily visitors, 100 stores, 20 days, three placements, 80% aisle penetration and 15% share of voice delivers 36 million opportunities to see.

Beacons count aisles best, one-off surveys worst

Aisle penetration is the hardest input to measure, so the draft ranks four methods. The best is a beacon in every aisle of every store. Next come beacons in sample stores, then estimates from category sales data. A one-off market research study is the least precise.

Sales reports move to 28 days before and after

For sales results, the draft replaces the old 30-day window with 28 days before and 28 days after a shopper sees the ad.

Europe already has in-store networks, such as Toom’s screens in more than 300 Rewe Group stores. Online retail media already has a large market in places like Poland, led by Allegro.

The consultation closes on 23 October. Until then, retailers, media agencies and brands can tell IAB Europe what to change in the formula and the five zones.