In February, Sean Crawford, Managing Director for North America at SMG took the stage at the Interactive Advertising Bureau (IAB)’s Annual Leadership Meeting to share SMG’s perspective in “When Funnels Collide: The Cross-Screen Convergence of Brand and Performance.” While in Palm Springs, Sean caught up with Beet.TV, where he offered a look at the next chapter of retail media, and the continued importance of in-store to an effective strategy.As industry leaders navigate the next phase of retail and commerce media, Sean advised that progress comes from connectivity and a renewed emphasis on shopper experience. CREATING CONNECTIVITY WITH TRADITIONAL AND DIGITAL MEDIAIn-store media has evolved beyond printed signage and basic point-of-sale messaging. Today’s opportunity lies in connecting traditional formats, digital tools, in-store, and off-site media into one coordinated system. “If you want to reach an audience where the majority of sales are still happening, for me as a brand, I would want to activate my retail media campaign in that physical store,” Sean said.He added: “What we see is the connectivity opportunity there. It’s about bringing your traditional channels, your analog and print channels, alongside your digital channels, your screens and your audio, and then connecting that up to the on-site and off-site inventory that exists in the Retail Media Networks.” STANDARDIZING SUCCESS MEASUREMENTWhile industry-wide measurement standards for in-store retail media are still being developed, Sean pointed toward the effectiveness of test-and-control methodologies as a practical baseline. This approach allows retailers to compare sales shifts in stores with active media to control locations without it.“If I’m a brand comparing different retail media networks, I can then understand where I’m genuinely getting the best sales uplift,” said Crawford.Advanced attribution models that include tracking may be a longer-term goal, but retailers first need consistent, transparent approaches that brands can trust.CONNECTED TV AS PART OF RETAIL MEDIAConnected TV (CTV) is most effective when it’s treated as an extension of retail media. When retailer data informs how CTV is planned and bought, it becomes a way to reach new audiences while staying grounded in commercial outcomes.“We use our platform, Plan-Apps, to help plan media and connectivity as part of Connected TV, but also part of that wider onsite, offsite mix,” Sean said. “First-party data should flow through all of that.”CTV is a powerful but costly tool, and without clear KPIs and integration into a broader retail media strategy, it can quickly become inefficient. However, when planned holistically, it plays a meaningful role in driving both reach and return.FOCUS ON THE CUSTOMER“There’s no point in doing retail media if it’s not going to enhance the customer experience,” Crawford said.That means thinking beyond a single screen or placement and considering every touchpoint a shopper engages with, from mobile devices in-store to media seen before the visit. Connectivity only works when it adds value for the consumer. THE BOTTOM LINEThe leaders of retail media will be those who integrate channels, respect the shopper experience, and invest in measurement that supports long-term confidence.You can watch Sean’s full interview with Beet.TV here.