“How Brands Grow” with in-store advertising

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.