Beyond The Shelf REWIND: The Future of Retail Media with Media, Ads + Commerce's Andrew Lipsman (originally aired 2/4/25)
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Apr 22, 2025 Andrew Lipsman, an independent analyst and expert in retail media, shares his insights on the future of advertising and e-commerce. He discusses the rapid growth of retail media, predicting a rise from $26 billion to $166 billion by 2025. Andrew emphasizes treating in-store advertising as a mass communication channel and the importance of balancing traditional and performance marketing strategies. He also reflects on his predictions for 2024, sharing both successes and missteps, while exploring new partnership opportunities shaping the retail media landscape.
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Value of Prediction Errors
- Good predictions focus on key variables that determine the future.
- Getting predictions wrong is a valuable learning opportunity to refine analysis.
In-Store Retail Media Pivot
- Andrew originally predicted in-store retail media would use personalized ads on screens communicating with mobile devices.
- He learned this was a bad customer experience and now sees in-store as a mass media channel.
Develop Analytical Intuition
- Develop intuition for key variables by reading between the lines in earnings and statements.
- This approach applies broadly, including guiding your own career progress.