When grocery retailers talk about retail media, the conversation usually starts with endcaps, screens, and digital dashboards.
But the most powerful—and most overlooked—channel may be playing right over your head.
Every grocery store already has an audio system. What if that sound system became a strategic media asset—one that engages shoppers emotionally, influences decisions at the shelf, and creates incremental revenue for both retailers and brands?
The data says it’s ready.
According to the Interactive Advertising Bureau (IAB), digital audio ad spending continues to climb rapidly—part of a broader surge in retail media and omnichannel advertising integration.【1】
And in a Stingray Advertising and IAB Canada / Leger study, roughly 58% of shoppers who recalled hearing an in-store audio ad said it prompted them to make a purchase.【2】
That’s a solid ROI for something every grocer already owns.
why audio works for grocery
Audio lives closer to the cart than any other medium.
Shoppers’ eyes are on their list, the shelves, or their phones—but their ears are open. A ten-second reminder about a new frozen entrée or a weekend loyalty offer reaches them right when they’re making the decision to buy.
Audio doesn’t compete with visual clutter—it complements it.
It enhances mood, reinforces promotions, and carries brand storytelling through every aisle—from produce to checkout.
And unlike digital displays that require new capital investment, audio media is already installed.
For retailers, it’s a new revenue stream that doesn’t require additional space.
For CPGs, it’s a bridge between national campaigns and local activation—turning a static brand message into a real-time influence point at the shelf.
the measurement myth
The old belief that “you can’t measure audio” is outdated.
Modern retail media technology allows in-store audio platforms to log every play, timestamp messages, and connect exposure data to sales and loyalty insights. Industry reports show that in-store retail media, including audio, is now being incorporated into broader media mix modeling and ROI frameworks.【3】【4】
In other words: audio is no longer just background music.
It’s measurable media.
a win for retailers and brands
For grocers, audio introduces a new line item to the retail media rate card. It brings incremental dollars from brand partners and elevates the in-store experience.
For CPGs, it’s the missing piece of the omnichannel puzzle—reaching shoppers at the moment of truth, without the friction of new displays or additional ad units.
And shoppers notice.
In a 2024 Vibenomics / Suzy survey, 73% of shoppers reported noticing in-store audio ads, and 74% described them as clear and noticeable, with many saying they were helpful reminders rather than distractions.【5】【6】
That’s the kind of media that adds value instead of noise.
why now
The technology is simple.
The infrastructure already exists.
The data is catching up.
And the results speak for themselves.
As retailers redefine what counts as retail media, it’s time to give sound a seat at the table.
Because in a grocery world where every square foot is monetized, the most valuable real estate might not be on the shelf at all—it might be hanging right above it.
sources
1. IAB (Interactive Advertising Bureau) – Measuring Digital Audio in Media Mix Models (2025). iab.com
2. Stingray Advertising & IAB Canada / Leger – Harmonizing Retail Media: The 2025 In-Store Audio Playbook. iabcanada.com
3. IAB (Interactive Advertising Bureau) – Quantifying Retail Media In-Store Success: Measurement Innovation (2024). iab.com
4. Quad – In-Store Retail Media Networks: The Revolution 2.0. quad.com
5. Vibenomics / Suzy Research – The Power of Sound: The Importance of Retail Media In-Store (2023). vibenomics.com
6. Vibenomics – In-Store Advertising: The Proof Is In The Data (2024). vibenomics.com
