The Shift Towards Metrics-Driven Retail Media Investments

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The CPGGUYS are joined in this episode by industry analyst Andrew Lipsman. With a decade plus of observing and analyzing the omnichannel market and retail transformation, he is arguably one of the most revered analysts of our time. We have a deep dialogue on the year that passed us by and who the retail media winners were and how they ascended to leadership.

Follow Andrew Lipsman on Linkedin : https://www.linkedin.com/in/andrew-lipsman-10b2162/
Follow Media, Ads and Commerce on Linkedin : https://www.linkedin.com/company/media-ads-commerce/
Follow Media, Ads and Commerce online : https://mediaadsandcommerce.substack.com/

To register for the CPG industry's first exec ed program on retail media at Cornell : https://ecornell.cornell.edu/certificates/marketing/retail-media-strategy/

We discuss :
1. So as 2024 comes to an end. RMN’s continue to be top of mind, most of the industry doesn’t truly understand it - what is a quick summary of 2024 and RMN’s?
2. You just conducted a simple survey on RMN spend, and quite a few respondents came back with answers. What’s the motivation behind why a survey now and what did the survey focus on?
3. You travel quite a bit to retail and brands and I see you at all major conferences. Was 2024 the year where merchants started embracing RMN, accepting it and have we reached the stage where merchants and RMN’s are treating RMN like true media driving traffic vs lower funnel?
4. Where is the industry’s marketers these days on RMN? Have CMO’s and VP of brand marketing embraced RMN and investing for brand development vs only lower funnel?.
5. RMN’s and overall investments. Is the mood today to still be gung ho or operationally metrics driven? How do you feel about measurement and metrics overall in this space?
6. Ad inventory is another challenge - many commitments start with numerical agreements but not sufficient inventory to justify the investment at a given RMN - are we mature in inventory ? 
7. You've been a strong advocate for in-store retail media. Is this market finally ready for primetime? What’s new, what’s happening?
8. What’s next for our industry with AI? Where is the next disruption evolving with RMN and AI?

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