In an era where digital advertising dominates, in-store audio is emerging as a powerful tool for brands looking to influence purchase decisions at the final stage of the consumer journey. According to the recently released 2025 In-Store Audio Playbook by IAB Canada and Leger, retail media in Canada is projected to reach $3.8 billion by 2025, with in-store advertising playing a critical role in driving shopper engagement.
Retail media has transformed the advertising landscape by providing brands with access to consumers in high-intent shopping environments. A major component of this shift is the resurgence of in-store advertising, particularly audio, which is proving to be an effective channel for both endemic and non-endemic brands.
“Retail media is at a pivotal moment because brands are realizing the accountability and targeting capabilities it offers,” said Ryan Fuss, Senior Vice President of Stingray Advertising, in an interview. “Brands are demanding more transparency and a return on investment in their media spend. In-store audio is a critical component in ensuring every dollar is effectively spent, reaching the right audience at the right moment.”
The Power of In-Store Audio
The 2025 In-Store Audio Playbook highlights the significant impact that audio advertising has on consumer behaviour. According to the study:
- 57% of shoppers are influenced by in-store ads when making a purchase decision.
- 58% of consumers exposed to in-store audio ads purchase the product during their visit.
- 60% of shoppers consider purchasing the advertised product in the future.
“In-store audio is a full-funnel solution—it influences impulse buys, reinforces brand affinity, and even drives online traffic,” Fuss explained. “Unlike traditional advertising, where brands are competing for attention, in-store audio reaches a captive audience already in a buying mindset.”
Why Audio Works in Retail Spaces
Unlike visual advertising, which competes with thousands of products and distractions in a store, audio has the advantage of being omnipresent. Fuss pointed out that audio is unique in its ability to influence shoppers throughout their journey inside a store.
“When you walk into a retail environment, you’re visually inundated—there are thousands of brands fighting for your attention. But audibly, the only thing you’re hearing is store music and announcements. That’s why audio ads cut through the clutter and reach consumers in a highly effective way,” said Fuss.
The study supports this, showing that 47% of Canadians report that in-store ads effectively capture their attention, while 38% enjoy discovering new products through these ads.
How Brands Are Leveraging In-Store Audio
Stingray Advertising has capitalized on this trend by integrating audio ad technology into thousands of retail locations across Canada, including major chains like Walmart, Loblaws, Metro, Sobeys, Canadian Tire, and Dollarama.
“Our technology powers the in-store music and digital audio experiences for over 7,000 retail locations across the country,” Fuss said. “Brands can now purchase an in-store audio ad the same way they would buy an ad on Spotify or Google, making it incredibly easy to activate at scale.”
Fuss also noted the success of non-endemic brands leveraging retail audio to engage consumers. “Even brands that don’t sell products in the store—like auto companies—are using in-store audio to drive traffic to dealerships. Imagine hearing a message while shopping that says, ‘Looking for a vehicle with more cargo space? Visit your nearest dealership today.’ It works because the audience is already mobile and making purchasing decisions.”
Data-Driven Advertising in Physical Spaces
Retail media is no longer just about shelf space—it’s about leveraging data to deliver targeted, impactful messaging. The study found that 46% of consumers who hear in-store audio ads visit a physical store, while 48% visit the brand’s website after exposure.
“In-store advertising is now as sophisticated as digital,” Fuss emphasized. “We use real-time data from Environics and Nielsen to ensure ads are being served to the right demographics. It’s about creating a seamless and measurable advertising experience for brands.”
As brands continue shifting ad budgets toward retail media, in-store audio is expected to grow in prominence. “We’re only scratching the surface,” Fuss said. “Retailers are increasingly integrating video with audio to create immersive advertising experiences. Soon, we’ll see entire store environments that are fully synchronized—where every screen and speaker is aligned to deliver a cohesive marketing message.”
Guess it’s time to start wearing headphones at the
grocery store.