Shopper marketing, a longtime favorite of CPGs typically used for in-store signage or to get products on eye-level shelves, is undergoing a massive transformation thanks to the spread of ecommerce and online shops.

Of the $178 billion marketers spend annually on in-store marketing, $55 billion could shift from traditional retail trade marketing to online ads, according to the US Grocer Site Monetization report released this month by Gartner’s L2 market research group.

Some of this activity is driven by availability, as retailers like Walmart, Target and Kroger’s have launched programmatic ad platforms so brands carried by the stores can

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