While the U.S. retail media market is booming, in-store investment remains at less than 1% — a stark contrast to the 10-20% seen in Europe and Latin America. In this compelling session from What’s In Store for Retail Media Networks at NRF 2026, Jeffrey Bustos, SVP of Retail Media Analytics at Merkle, argues that the key to closing this gap isn’t better measurement, but better creativity.
Bustos introduces a framework that moves beyond “screens on walls” to treat the physical store as a dynamic media ecosystem where every zone serves a distinct shopper mission. By understanding the “three budgets” consumers spend — monetary, time, and frustration — retailers can design experiences that solve problems rather than adding noise.
Bustos challenges brands to stop obsessing over return on ad spend (ROAS) as a reporting metric and start using it as a decision tool to understand the “why” behind purchase behavior. He unpacks the nuances of the “Tuesday Shopper” versus the “Sunday Discovery Seeker,” illustrating how creative content must adapt to these shifting mindsets to drive trial and brand loyalty.
Watch this presentation to discover the leading indicators that actually correlate to sales lift and learn why the most successful in-store strategies are the ones that are native to the environment, not just digital afterthoughts.
Speaker:
Jeffrey Bustos – SVP, Retail Media Analytics, Merkle