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The CPG View
In-store Retail Media (Andrew Lipsman, Principal Analyst, eMarketer)
Mar 3, 2023
Andrew Lipsman, Principal Analyst at eMarketer, discusses the digitization of physical stores and the opportunities it presents for retailers and brands. He highlights the challenges of reaching consumers at scale and how in-store digital media can help address these challenges. Lipsman provides examples of successful campaigns that drove sales and brand awareness. He emphasizes the importance of aligning in-store digital media strategies with business objectives and explores the future of reaching and engaging consumers through in-store digital media.
16:37
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Quick takeaways
- In-store retail media provides opportunities for high-quality branding, contextual relevance, and reaching audiences that are harder to access through other mass media channels.
- In-store digital media can be seen as a substitute for TV, providing contextual reminders and high-quality experiences that drive immediate sales effectiveness and long-term brand equity.
Deep dives
The Emerging Opportunity of In-Store Retail Media
In-store retail media is identified as the next major media channel with significant potential for both retailers and brands. Retailers can tap into high-margin revenue streams, potentially drawing in net new ad spend from national advertisers or reallocated budgets from digital channels. With their large-scale audience, stores offer a compelling value proposition for national advertisers. For brands, in-store retail media provides opportunities for high-quality branding, contextual relevance, incremental reach, and the ability to reach audiences that are harder to access through other mass media channels.
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