Andrew Lipsman is the Principal Analyst at Insider Intelligence, the leading research, data, and insights provider helping companies maximize revenue, optimize ad spend, and anticipate digital disruption. In his role, he reports on retail and eCommerce, following trends, including holiday shopping, retail media, social commerce, DTC brands, and leading marketplaces like Amazon and Walmart. Andrew has spoken at multiple conventions, including Big Show, Shoptalk, and Groceryshop. He is quoted frequently by publications, such as The New York Times, The Wall Street Journal, and Financial Times.
Retail media has monopolized the digital advertising landscape, and major retailers are developing ad networks to compete with Amazon. Walmart is the second largest media system with a $6 ROAS, and Target and Instacart aren’t far behind. Given the recent growth and competition, omnichannel strategies are essential to profit in this evolving space. So how should you structure your advertising efforts to prepare for impending retail media developments?
Digital analyst Andrew Lipsman has observed three key drivers of retail media. With prominent retailers like Walmart and Target optimizing the customer experience, brands must ascend the advertising funnel by leveraging onsite media to deliver ads across social platforms and TV streaming. Traditionally, brands have analyzed ROAS for online sales. Now, you can capitalize on in-store retail media and attribution data to drive offline sales. But Andrew warns against over-personalizing in-store advertising to risk losing customer trust. Instead, develop brand awareness by incorporating on-screen QR codes that tap into loyalty programs and encourage purchases across multiple channels.
In today’s episode of The Digital Deep Dive, Aaron Conant chats with Andrew Lipsman, Principal Analyst at Insider Intelligence, about the current and future state of retail media. Andrew also talks about AI’s role in data analytics, the challenges retailers face when developing ad networks, and the ideal metrics for optimizing ad spend.
BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.
In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.
We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.
If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.
