Mondelēz, PepsiCo, and General Mills Test New Retail Media Formats to Boost In-Store Engagement

Leading CPGs including Mondelēz, PepsiCo, and General Mills are piloting new retail media formats to better connect digital influence with in-store decision-making — experimenting with ad placements, real-time content, and dynamic promotions designed to impact shopper behavior at the shelf.

The brands are leveraging retail media networks to activate data-driven campaigns through smart displays, digital shelf tags, and mobile integrations that personalize messaging based on location, time of day, or customer profile. Executives say the goal is to bridge the gap between online discovery and physical store execution with formats that convert awareness into action.

Early pilots are being run in partnership with major U.S. retailers and platform providers, with an emphasis on real-time analytics, creative agility, and closed-loop measurement. The innovation reflects a broader trend of CPGs seeking more measurable ROI from their media spend — and redefining what “retail media” means beyond ecommerce.

corpbrief insight:

Retail media is no longer just clicks and banners — it’s becoming contextual, ambient, and physical. The brands that master this omnichannel choreography will win the future of impulse.