The Future of Retail Media: Insights from NRF 2025 | Mediar Solutions

The future of retail media is being reshaped by technology, data, and a new focus on performance measurement. Here’s what stood out to our CEO, Gustavo Lemos, during his time at NRF 2025: Retail’s big Show in NYC:

🚶 In-Store Audience Power
In-store audiences are 84% larger than digital ones, but in-store retail media is projected to reach just $1B by 2028—revealing a massive untapped opportunity. This gap presents an exciting challenge and growth opportunity for retailers looking to maximize the value of their physical spaces.
💡 Technology Transformation
The acceleration of technological innovation, particularly through computer vision, sensors, and digital signage, is reshaping how retailers engage shoppers. However, the challenge lies in making these technologies simple and intuitive for day-to-day store operations—ensuring they enhance the customer experience without overwhelming it.
📊 Measurement and Standardization
Effective measurement remains key to success in retail media. The shift from traditional ROAS to incremental ROAS (iROAS) is enabling brands to better understand true performance impact. At Mediar, we are at the juncture of this transformation, working to create standardized measurement solutions for retail media, bridging the gap between digital and in-store metrics. Our focus on combining shopper behavior insights with sales data is crucial in delivering performance-driven results for brands and retailers alike.
📈 The Need for Standardization
As the industry continues to evolve, standardization is essential for helping brands understand the impact of their investments across media and performance KPIs. Without unified frameworks, achieving actionable insights from in-store is a challenge that could slow down growth.
🌟 A Customer-Centric Approach
One key takeaway from CVS was the importance of maintaining a balance between innovation and customer experience. While retailers are cautious about transforming stores into “Times Square,” the goal should be to ensure technology feels natural and valuable to the shopping journey.
💼 The Opportunity for Retailers
With Amazon and Walmart controlling 84% of retail media revenue, there’s a huge opportunity for other retailers to carve out their unique space. The winners will be those who successfully merge online data with in-store experiences, prioritizing customer-centric strategies.

At Mediar Solutions, we’re not just observing this shift; we’re leading it. By harnessing cutting-edge computer vision, driving standardized measurement, and empowering data-driven retail media, we’re positioning our partners to capitalize on the next wave of growth. The future of retail media is here—and Mediar is ready to shape it.