About this episode

Adam Smith discusses Iceland Retail Media's ambitious rollout of 5,000 in-store screens and the future of measurable in-store media.

Iceland Retail Media’s 5,000 Screen Rollout & The Future of Measurable In-Store Media This week on Retail Media Therapy , Viv Craske and Colin Lewis sit down with Adam Smith from Iceland Retail Media to unpack one of the most ambitious in-store retail media projects in the UK. Iceland isn’t just refreshing its network - it’s rolling out up to 5,000 in-store screens across in under a year. And they’re not just adding screens - they’re transforming measurement. What You’ll Learn Resetting a Retail Media Network Iceland Retail Media relaunched in 2025 after restructuring its agency model. Screens have been part of the business for years - but this rollout takes them to an entirely new level. A fast-moving, privately owned business means rapid execution. Why Screens? Why Now? Every major UK retailer is investing in in-store screens - the question is how well they measure. Iceland chose to double down on screens as a core channel of its retail media strategy. The rollout could become one of the largest non-London-centric in-store networks in the UK. Clickstream for the Store Adam describes the ambition as bringing “clickstream media to bricks and mortar.” Key elements include…

People in this episode

Hosts: Viv Craske, Colin Lewis

Guest: Adam Smith

Topics covered

• in-store media
• retail strategy
• screen rollout
• measurement
• advertising technology

Keywords

• retail media
• in-store screens
• measurement
• clickstream media
• attribution

Mentioned in this episode

Organizations: Iceland Retail Media, Iceland

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