The WARC Podcast
“How Brands Grow” with in-store advertising
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.
19:11
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Quick takeaways
- In-store media boosts brand recognition and purchase intent through contextual relevance and proximity to purchase decisions.
- Retail media networks offer brands opportunities to enhance mental and physical availability, advocating for strategic reallocation of advertising budgets.
Deep dives
Impact of Retail Media on Brand Reach and Consumer Engagement
Retail media networks are rapidly expanding, offering brands new avenues to reach consumers, particularly in the fast-evolving landscape of in-store advertising. The podcast highlights how retail media presents a unique opportunity for brands, especially CPG brands, to connect with consumers in a prime environment where they are receptive to advertising. With the decline of linear TV viewership and the increasing importance of proximity to the point of purchase, in-store media emerges as a key channel for enhancing both mental and physical availability of brands.
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