In-Store Media
In-Store Media is a Madrid-headquartered omnichannel retail media agency operating in 9 countries. It builds and manages in-store advertising networks for 70-plus retailers and sells omnichannel media placements to 1,600-plus brands, generating €105 million in 2024.
- Company typePrivate
- Founded1998
- HeadquartersLisboa, Portugal
- Headcount101–250
- GTM typeB2B
- OfferingServices
What In-Store Media does
In-Store Media is a Madrid-headquartered omnichannel retail media agency founded in 1998 that builds, funds, and operates physical and digital advertising networks inside retail environments. Its core offering comprises four channels: in-store physical media (digital signage, LED screens, totems, cart media, floor advertising, stoppers, and shelf displays such as the LED Stopper and Top Banner); retail media on-site (banner, video, and sponsored product placements on retailer websites and apps); retail media off-site (programmatic display, video, search, and Performance Max campaigns activated outside retailer environments via SSP/DSP/DMP programmatic stacks); and home/sampling activations. The company is supported by a programmatic digital-out-of-home capability and an annual Shopper Experience Observatory (OSE) research program delivered in partnership with Ipsos and Nielsen.
The company bears the CapEx and OpEx of installing and managing media infrastructure, then monetizes that inventory by selling campaigns to brands and advertisers; retailers receive incremental risk-free revenue. As of 2024, In-Store Media operates in 9 countries across Europe, Latin America, and Southeast Asia, works with 70+ retail banners (including El Corte Inglés, Carrefour, Walmart, Auchan, Cencosud, Leclerc, Chedraui, and Eroski) and 1,600+ advertisers, and manages 12,000+ digital screens and 50+ advertising solution formats. In 2024 the company reported revenue of €105 million, up 30% year-over-year.
The go-to-market is enterprise field sales: direct sales forces in each country manage long-tenured retailer master contracts and brand/advertiser relationships, supplemented by media agency partners for campaign activation and event participation (Retail Trends, ISE) for thought leadership. Pricing is bespoke and contract-based, anchored by multi-year agreements such as the Unlimitail joint venture with Carrefour for Spain and Italy (signed 2024). The business is PE-backed, with Artá Capital having entered as shareholder in 2015 through a capital increase, while founder Pablo Vilà remains involved as president.
In-Store Media firmographics
Firmographics- Name
- In-Store Media
- Legal name
- In Store Media S.A.
- Website
- https://in-storemedia.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- In-Store Media is a Madrid-headquartered omnichannel retail media agency operating in 9 countries. It builds and manages in-store advertising networks for 70-plus retailers and sells omnichannel media placements to 1,600-plus brands, generating €105 million in 2024.
- Ownership category
- akta.pro rank
In-Store Media industry classification
Industry- Product category
- Retail Media Services
- NAICS
- Indoor and Outdoor Display Advertising (541850), Media Buying Agencies (541830), Media Buying Agencies (54183), Media Representatives (541840)
- akta.pro primary industry
- Retail Media & In-Store Media Networks (Onsite/Offsite Retail Media) (MPAAAJAD)
- akta.pro secondary industries
- Retail Media Networks & Commerce Advertising (BPAMALAL), Retail Media & Marketplace Advertising (Amazon/Walmart/Instacart, etc.) (BPAFACAD), Marketplace & Retail Media Advertising (Amazon/Walmart/Instacart, etc.) (MPAAACAJ)
Keywords
Where In-Store Media is headquartered
LocationHeadquarters
- HQ city
- Lisboa
- HQ country
- Portugal
- HQ region
- Europe
Offices10 records
Markets served
In-Store Media business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Retail Media Advertising Services: The company creates, markets, and manages omnichannel communication networks for retailers, providing brands advertising space across physical stores, retailer websites, and off-site environments. Revenue is generated through advertising contracts with brands and retailers.
- Point-of-Sale Media Networks: Installation and operation of digital advertising screens and media networks within retail environments. The company bears all CapEx and OpEx costs, providing zero-risk incremental revenue to retailers.
- Programmatic Advertising: Automated buying and selling of advertising inventory through programmatic platforms including SSP, DSP, and DMP technologies
- Retail Media Consulting: 360-degree service accompanying advertisers in their communication strategy with shoppers, including planning, activation, and measurement
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom advertising solutions for retailers and brands |
Go-to-market motion4 records
Distribution channels3 records
Marketing channels5 records
In-Store Media product offering
Product offeringCore offering
In-Store Media creates, markets, and manages omnichannel retail media networks for retailers and brands. The company installs and operates in-store advertising infrastructure (digital screens, LED displays, cart media, floor media, shelf displays, stoppers) and provides on-site and off-site digital advertising solutions covering the full shopper path to purchase across physical stores, retailer websites/apps, and external environments.
Product overview
In-Store Media offers an omnichannel retail media platform covering the full shopper path to purchase across physical stores, online retailer environments, and home channels. The core offering comprises three main channels: (1) In-Store Physical Retail Media with digital signage, LED screens, totems, cart media, floor advertising, shelf displays, and stopper media; (2) Retail Media On-Site with placements across retailer websites and apps including Home Page, Category Page, Search Page, and Check Out, featuring In-Grid Banners, Header Banners, Sponsored Brand, Sponsored Products, and Video formats; (3) Retail Media Off-Site using Display, Video, Search, and Performance Max to reach shoppers outside retailer environments; and (4) Sampling/Home Channel for direct-to-consumer promotions. The platform is supported by programmatic advertising capabilities, data-driven audience segmentation, and the Shopper Experience Observatory (OSE) research service.
Differentiator
Problem solved
Functional benefit
Products and services
- In-Store Physical Retail Media Physical in-store advertising media covering the omnichannel path to purchase, including digital signage, LED screens, totems, cart media, floor advertising, and shelf displays. Targets shoppers from store entrance through point of purchase.
- Retail Media On-Site Advertising deployed within a retailer's digital environment (website, mobile app, eCommerce platform). Includes Home Page, Category Page, Search Page, and Check Out placements with formats such as In-Grid Banners, Header Banners, Sponsored Brand, Sponsored Products, and Video ads.
- Retail Media Off-Site Advertising activated outside the retailer's own digital environment using Display Ads, Video Ads, Search Ads, and Performance Max campaigns. Leverages first-party audiences and lookalike audiences to reach shoppers across the full funnel.
- Digital Signage / Digital Out-of-Home (DOOH) Digital displays within stores showing dynamic ads or promotional information. Includes programmatic DOOH capabilities with real-time bidding and dynamic content optimization.
- Cart Media Advertising placed on shopping carts or baskets within physical stores, targeting shoppers throughout their in-store journey.
- Stopper Media Endcap displays positioned at aisle ends to impact shoppers at the moment of purchase decision. Includes LED Stopper variant with digital light technology.
- Sampling (Home Channel)
Quantifiable outcome
- 87.5% sales increase for Nescafé Dolce Gusto Neo machines through off-site Retail Media campaign
- +6 more outcomes
Companies that use In-Store Media
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles3 records
In-Store Media technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature5 records
In-Store Media partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- UnlimitailcoreJoint venture between in-Store Media and Carrefour for development of Retail Media solutions at Carrefour Spain and Italy physical points of sale. Strategic agreement signed in 2024 for managing advertising spaces.
- Eroski GroupcoreOver 20-year partnership renewed for continued retail media strategy development and execution in Spain.
- AuchancorePartnership in Portugal (first omnichannel network created in 2020), Philippines. Combined on-site and off-site retail media solutions.
- CarrefourcoreMulti-country partnership spanning Argentina (since 1999), Poland (since 2010), Spain and Italy (2024). Expansion into Italian market in 2024.
- Carrefour ItaliacoreEntry into Italian market in 2024 with first contract for retail media development at Carrefour Italy physical stores.
- WaltermartminorNew partnership in Philippines started in 2024 for retail media development.
- El Corte IngléscoreFounding partnership since 1998, with citylights at store entrances. Longest-standing relationship, renewed in 2023 with continued innovation and digitization of advertising communication.
- CencosudcoreChile partnership since 2009 with digital totems in shopping malls, Top Banner digitization in Jumbo Hypermarkets (2022).
- LeclerccoreFrance partnership where in-Store Media became leaders in digital in-store communication in 2017.
- RSCI GroupminorFirst contract in Asia (Philippines) signed in 2018.
- IpsosminorCollaboration for Shopper Experience Observatory (OSE) research in multiple countries including Chile and Poland to analyze shopper behavior.
- NielsenminorCollaboration for OSE 2024 research in Portugal analyzing retail media landscape and shopping behaviors.
Scale indicators14 records
Recent moves9 records
Expansion highlights6 records
In-Store Media competitors and assessment
Company assessmentDirect peers
- Unlimitail: Direct competitor and JV partner — Unlimitail is a joint venture between In-Store Media and Carrefour operating retail media for Carrefour Spain and Italy. It competes for retail media mandates from other grocers in Europe using a similar omnichannel model.
- Neptune Retail Solutions: US-headquartered retail media company (formerly Quotient Technology) providing digital coupons, shopper marketing and retail media networks for major grocers and brands. Directly comparable as a multi-retailer retail media platform.
- Catalina Marketing: Shopper intelligence and in-store digital media company operating retailer media networks across the US, UK and Europe. Comparable business combining shopper data, in-store digital media and personalized advertising for CPG brands.
Broad incumbents
- Criteo: Global commerce media platform with a dedicated Retail Media solution for on-site sponsored products and off-site retargeting. Overlaps with In-Store Media's on-site and off-site programmatic offering, though Criteo is technology-led rather than physical-in-store-led.
- GroupM (WPP): World's largest media investment group, operating media buying and programmatic capabilities across retail media networks globally. Competes for the same advertiser budgets In-Store Media serves, particularly via its media agency partnerships channel.
- Publicis Groupe: Global advertising holding group with significant retail media and shopper marketing capabilities through Epsilon and media agencies. Competes for omnichannel retail media mandates at the holding-company level.
- Walmart Connect: Retailer-owned retail media platform operated by Walmart — In-Store Media's largest partner in Mexico and Argentina. Represents both a major customer relationship and the principal competitive threat from retailer-insourced retail media.
Regional players
- Tesco Media and Insight: Retailer-owned retail media platform of Tesco in the UK, offering on-site, off-site and in-store media. Highly comparable in business model (omnichannel retail media for a major grocer) but geographically focused on the UK, not In-Store Media's core markets.
Emerging players
- Aisle Network: North American retail media network focused on in-store digital advertising and connected-shelf technology. Comparable in product offering (digital screens, shelf media) and target customer (CPG brands via retailers).
Others
- The Trade Desk: Global programmatic DSP increasingly active in retail media through its Ventura and Solimar offerings. Adjacent competitor for In-Store Media's off-site programmatic DOOH and digital advertising business.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
In-Store Media social profiles
Digital presenceIn-Store Media compliance and trust
Trust signalCompliance3 records
In-Store Media financial estimates
Financial estimateRevenue estimate
Valuation estimate
In-Store Media leadership team
Management profileNumber of profiles
Profiles10 records
In-Store Media subsidiaries and ownership
Company hierarchySubsidiaries9 records
In-Store Media funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
In-Store Media M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about In-Store Media
What does In-Store Media do?
In-Store Media creates, markets, and manages omnichannel retail media networks for retailers and brands. The company installs and operates in-store advertising infrastructure (digital screens, LED displays, cart media, floor media, shelf displays, stoppers) and provides on-site and off-site digital advertising solutions covering the full shopper path to purchase across physical stores, retailer websites/apps, and external environments.
Is In-Store Media a public or private company?
In-Store Media is a private company. It is classified as private equity controlled and is currently operating.
When was In-Store Media founded?
In-Store Media was founded in 1998. It employs 101 to 250 people.
Where is In-Store Media based?
In-Store Media is headquartered in Lisboa, Portugal, in the Europe region.
How does In-Store Media make money?
Four revenue lines are on record. Retail Media Advertising Services are the primary driver. The others are point-of-Sale Media Networks, programmatic Advertising and retail Media Consulting.
Who are In-Store Media's main competitors?
Direct peers on record are Unlimitail, Neptune Retail Solutions and Catalina Marketing. Broad incumbents are Criteo, GroupM (WPP), Publicis Groupe and Walmart Connect. Tesco Media and Insight is listed as a regional player. Aisle Network is listed as an emerging player. The Trade Desk is listed as an others.
Does In-Store Media have an API?
No public API is recorded for In-Store Media.
What industry is In-Store Media in?
In-Store Media's product category is Retail Media Services. Its primary akta.pro industry code is MPAAAJAD, Retail Media & In-Store Media Networks (Onsite/Offsite Retail Media), with a secondary code of BPAMALAL, Retail Media Networks & Commerce Advertising. Its NAICS code is 541850.