IAB Canada has unveiled the Harmonizing Retail Media: The 2025 In-Store Audio Playbook, a collaborative research initiative with Leger and Stingray.
The study underscores the growing importance of in-store audio advertising in Canada’s evolving retail media landscape, with the sector projected to reach $3.8 billion by 2025.
As the retail media space expands, in-store environments provide unparalleled opportunities for brands to engage consumers. The research reveals that 57% of shoppers acknowledge being influenced by in-store advertising, with audio ads proving particularly effective—58% of shoppers who recall hearing an in-store ad make a purchase, and 60% consider the product for future purchases.
“Retail media is an increasingly critical component of the digital advertising ecosystem, and in-store audio is emerging as a powerful tool to reach consumers at the point of purchase,” said Sonia Carreno, President, IAB Canada. “Our partnership with Leger and Stingray reinforces the importance of in-store audio as an effective retail media channel, providing brands with valuable opportunities to connect with consumers in meaningful ways.”
The findings indicate that non-endemic advertisers are leveraging in-store audio to drive both foot traffic and online engagement, demonstrating its full-funnel impact. The in-store environment offers a unique moment to capture consumer attention and influence purchasing decisions in real time.
Ryan Fuss, Senior Vice President of Stingray Advertising, added, “As the retail media landscape evolves, Stingray Advertising is committed to delivering innovative audio solutions that drive consumer engagement and measurable results. Our collaboration with IAB Canada and Leger highlights the significant role of in-store audio in modern retail strategies.”
The full report, Harmonizing Retail Media: The 2025 In-Store Audio Playbook, is available for download here.
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