Marketecture: Get Smart. Fast. Episode 103: Andrew Lipsman on retail media trends, Walmart, and more
Dec 20, 2024
Andrew Lipsman, an independent analyst and former expert at eMarketer and Comscore, dives into the fast-changing world of retail media. He discusses how giants like Amazon and Walmart are reshaping the landscape, while smaller retailers face significant challenges. Lipsman highlights the evolution of in-store advertising, emphasizing the potential of short-form video content. He also addresses key regulatory issues affecting the tech industry, including antitrust scrutiny and the implications of digital advertising scandals. It's an insightful exploration of trends reshaping commerce!
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Retail Media Landscape
- Retail media is growing, driven by Amazon (75% market share) and Walmart (10%).
- Other retailers show mixed results, with some experiencing flat or negative growth.
Amazon's Dominance
- Amazon's retail media share (75%) surpasses its e-commerce share (40%).
- This is due to their long-standing dominance and proven return on ad spend.
Strategies for Smaller Retailers
- Small retailers shouldn't aim to be walled gardens like Amazon or Walmart.
- Instead, they should aggregate their inventory and monetize through platforms.