In the ever-evolving world of advertising, retail media has become a significant channel, with in-store audio playing a crucial role in connecting brands with consumers right at the point of purchase. As Canadian retail media spending is expected to reach $3.8 billion by 2025, marketers are increasingly recognizing the value of in-store audio.
The statistics are compelling: a vast majority of Canadians, 97%, visit retail stores monthly, and 84% do so weekly. This presents a unique opportunity for in-store messaging, with 57% of shoppers indicating that these ads influence their purchasing decisions. Additionally, based on our brand lift studies conducted by Leger, 58% of consumers who recall hearing in-store audio ads end up making a purchase, while 60% state they will consider the product for future purchases.
What makes in-store audio so effective is its ability to engage consumers at the moment they are ready to buy. Unlike other media channels that vie for attention in cluttered spaces, in-store audio reaches shoppers when they are already in a purchasing mindset. With 89% of shoppers paying attention to in-store ads and 71% rarely using headphones while shopping, the environment is ideal for audio messaging.
Successful in-store audio ads are brief, clear, and relevant. With nearly half of shoppers in a hurry, concise messaging is key. Messages that highlight sales and discounts, new product announcements, and product benefits are particularly effective.
For brands aiming to maximize their retail media investments, in-store audio offers a powerful combination of immediate sales impact and long-term brand building. Whether you’re looking to drive purchases or influence future behavior, in-store audio provides a direct line to consumers when they are most receptive.
As retail media continues to grow, in-store audio remains an essential part of a comprehensive strategy that engages consumers throughout their shopping journey.
Insights, strategies, and best practices for full-funnel impact.
Source: IAB Canada & Leger. “Harmonizing Retail Media: The 2025 In-Store Audio Playbook.” 2025. Available at: IAB Canada.
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