Retail Media Networks As The Third Wave of Advertising … And The Largest

On today’s episode of The AI in Retail Show, Trevor speaks with Andrew Lipsman, VP, Principal Analyst at Insider Intelligence, a leading research, data, and insights provider. They discuss what's going on today at the intersection of ecommerce and advertising, how retail advertising has grown much quicker than search and social have, and why Andrew calls it "the most important form of advertising that's ever going to exist." They also discuss current trends in retail media technology, where stores can incorporate opportunities for media, and how in-store audiences are driving retail growth more so than digital audiences.

 

Topics discussed:

• How Andrew got interested in retail media, his two decades of following digital advertising and advertising research, and how he's excited to see the intersection of ecommerce and advertising.
• The evolution of the three ways of digital advertising — search, social, and retail — and how retail, driven by Amazon, is increasing at much faster rates than search and social has.
• The three vectors of growth in the retail industry, which includes moving up the funnel into video and streaming TV, improvements in data measurement, and more in-store retail media.
• How in-store audiences are driving growth, and are upwards of 70% larger than digital audiences.
• Which spots in a store are "safe" places for retailers to start rolling out media experiences, from checkout, to in-store audio, to the parking lot.
• Which companies are doing in-store media really well right now, and where there's still untapped potential and hesitation.
• What exciting technology or innovations are bubbling up in the retail media space, in both in-store media and data analytics.