In this episode, COOP’s Dean Harris and SMG’s Sam Knights unpack the evolving role of instore media within the broader Retail Media Network (RMN) ecosystem with Colin Lewis from Internet Retailing. 

Drawing on findings from COOP’s Lumen attention study, they explore how in-store environments offer unmatched contextual relevance and shopper engagement. Together they debate whether success lies in doubling down on contextual targeting – particularly in high-intent, real-world settings like convenience – and how this can unlock both brand impact and incremental growth, as well as addressing what retailers are getting right and what they are getting wrong with instore in 2025.