Looma, a frontrunner in the in-store retail media platform space, today announced a total funding raise of $13 million, bringing its capital to $30 million. The financing included a $10 million Series B round led by Staley Capital and a $3 million credit facility from Silicon Valley Bank, a division of First Citizens Bank.
This fresh capital is earmarked to fuel Looma’s rapid national expansion, highlighted by its recent deployment across the wine and spirits departments of nearly 600 Kroger stores nationwide. The expansion follows a successful multi-year pilot in 50 stores, where the platform drove strong category sales and achieved a 98% customer satisfaction rating.
The Next Frontier of Retail Media
Looma‘s growth trajectory has been explosive, with its network of in-store screens surging from 800 screens to more than 7,000 across 1,100 retail locations since 2023, reaching 27 million shoppers monthly. The platform distinguishes itself by operating screens co-located with merchandise, prioritizing authentic storytelling, product education, and personalized recommendations, rather than just using traditional atmospheric screens.
Cole Johnson, Founder and CEO at Looma, emphasized the firm’s readiness for scale: “We’ve spent the last decade preparing for this moment, building what we believe is far and away the strongest in-store media platform in the market. We’re thrilled to welcome Staley Capital to our shareholder base as a strategic advisor during such a pivotal moment in both Looma’s journey and the industry as a whole.”
The platform’s efficacy is proven by its advertisers—including global giants like General Mills, P&G, Coca-Cola, Anheuser-Busch, and Diageo—who see an average ~4x full-funnel incremental return on ad spend (iROAS).
Herb Kleinberger, Operating Advisor at Staley Capital and a long-time retail industry veteran who will join the Looma Board of Directors, underscored the market opportunity: “In 2024, in-store grocery sales represented over 86% of total grocery sales, yet in-store retail media accounted for less than 1% of total retail media ad spend. We believe in-store is retail media’s next frontier—and Looma is poised to lead it.”
📰 Editorial View: Capturing the Point-of-Decision Spend
Looma‘s successful funding and rapid expansion into major retailers like Kroger signifies a crucial maturation point for the retail media industry. While online advertising and e-commerce media networks have captured significant attention, the immense, untapped opportunity remains at the physical point-of-decision, where the overwhelming majority (86%) of grocery purchases still occur. Looma is not just placing screens in stores; it is strategically integrating digital media into the physical merchandising experience.
This co-located, content-first approach—prioritizing education and storytelling over interruptive advertising—is the key differentiator that resonates with both consumers (evidenced by the 98% customer satisfaction rating) and advertisers (who achieve robust 4x iROAS). By using a global network of independent creators to produce content optimized for the in-store moment, Looma bypasses the creative fatigue associated with repurposed TV ads. This commitment to relevant, high-quality content elevates the shopping experience while driving measurable, attributable incremental sales—a powerful dual value proposition.
The decision by Staley Capital to lead the Series B, with an operating advisor joining the board, reflects a strategic understanding of this market gap. Given that in-store retail media currently accounts for less than 1% of the total retail media ad spend, Looma is perfectly positioned to capture what analysts project to be the sector’s next major revenue stream. The ability to enhance merchandising execution and provide full-funnel measurement, tracking impact from awareness to loyalty, establishes Looma as an essential partner for retailers seeking to monetize their physical footprint and for brands aiming to influence shoppers at the moment of truth.
If you need further assistance or have any corrections, please reach out to editor@thetimesmag.com.
