The WARC Podcast “How Brands Grow” with in-store advertising
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Jul 25, 2024 
Andrew Lipsman and Marlowe Nickell discuss the importance of in-store advertising, exploring its impact on brand engagement and the concept of mental and physical availability. They delve into the effectiveness of in-store advertising through customization benefits, contextual relevance, and the evolving landscape of in-store marketing strategies. The conversation also touches on the role of retail media networks in upfront TV negotiations and the recommended strategies for brands to leverage this emerging market.
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From Prototype Displays To 5,000 Stores
- Marlowe Nickell recounted Grocery TV's start in 2016 from prototype displays and learning retail and ad business details.
- The company scaled from front-end tests to nearly 5,000 stores across all 50 states.
Physical Stores Are The Next Retail Media Frontier
- In-store media brings online retail-media capabilities into physical stores and reaches shoppers weekly at purchase moments.
- Grocery TV already reaches 75 million Americans, creating broadcast-level scale inside stores.
Org Design Limits Retail Media Adoption
- Organizational structures slow brand adoption of in-store media because many treat it as shopper-marketing only.
- Retail media's rise requires brands to re-architect teams and planning to buy audience reach, not just retailer-specific activations.