Marlow Nickell’s Post

"I generally believe the majority of brand choice is made in a retail environment," P&G President & CEO Jon Moeller shared in an investor call last summer, emphasizing the significant role retail plays in shaping consumer decisions. While many #CPG brands stand firm by the value of the store, they are navigating new territory when it comes to in-store retail media. GTV’s CEO Marlow Nickell and founder of Media, Ads + Commerce Andrew Lipsman recently co-wrote an article to explain in-store retail media through a framework familiar to CPGs: Prof. Byron Sharp's "How Brands Grow." Read on in WARC for a better understanding of how in-store retail media fulfills Sharp's basic criteria for brand growth and some perspective on how CPG brands can view this channel. #RetailMedia #Marketing #Advertising #Instore

I've NEVER been more excited about the opportunity that brands have for in-store media. You're seeing retailers across the world lean into the fact that 85% of grocery shopping is still done inside of the physical store. Today, the scale of in-store retail media doesn’t match the way marketing budgets shake out, but this is changing as brands are understanding and transacting in the marketplace. The store is becoming a viable alternative to linear TV dollars as parallels are drawn between the scale, incremental reach, audience, frequency, and experience of the 2 formats. However, CPG brands are going to have to get past the “four walls” (as in, this media playing inside the 4 walls of the store) argument to fully tap into this medium. Grocery TV’s scale now rivals that of major grocery retailers and is on the path to achieve broadcast network level reach to household buyers in a contextually relevant environment. At the same time, we’re seeing a challenge across the in-store marketplace for CPG partners simply because of the channel silos that exist in large orgs and where budget for this kind of media lives. The time has come for CPG brands to rethink how they manage in-store retail media internally. As a lot of our CPG partners that do work with us know, the opportunity is so much more than getting an immediate purchase at the shelf. It's an opportunity to get incremental reach and build your brand with the added benefit of being where your product is. The era of in-store is here and the scale is here. The question is: what's it going to take for CPGs to start fully leveraging it?

Grocery TV's in-store retail media network drives a remarkable 14% sales lift for CPG brands, showcasing its effectiveness in boosting revenue. With targeted advertising strategies, it enhances brand visibility and consumer engagement, fostering increased purchases. This innovative approach signifies a pivotal shift in retail marketing dynamics, amplifying brand presence at the point of purchase. #RetailMedia #CPGBrands #SalesLift https://lnkd.in/ehXsrDSY Consumer Goods Technology Path to Purchase Institute

FYI: Obsession with ‘closing the loop” is driving marketers towards retail media: By Tom Goodwin. An industry is being forced to spend money closer and closer to the point of sale, not because it's best to spend it there, but because it's easier to show clear attribution. The obsession these days in Advertising and Marketing is "closing the loop." It's daft. #DOOH #digitalbillboards #digitalsignage

Excited to share insights on the evolving retail media landscape! We address the top 5 burning questions from brand marketers. Let's dive into the future of shopper engagement with Samantha Thompson at The Goodway Group Group. #RetailMedia #BrandMarketing #DataPrivacy

FYI: Obsession with ‘closing the loop” is driving marketers towards retail media: By Tom Goodwin. An industry is being forced to spend money closer and closer to the point of sale, not because it's best to spend it there, but because it's easier to show clear attribution. The obsession these days in Advertising and Marketing is "closing the loop." It's daft. #DOOH #digitalbillboards #digitalsignage

Great article on the challenges that retail media faces, successfully addressing these issues is crucial for retail media to effectively engage audiences and enhance brand awareness. Easy read! 🚀 https://lnkd.in/dfp5KMFE

Obsession with ‘closing the loop” is driving marketers towards retail media: By Tom Goodwin. An industry is being forced to spend money closer and closer to the point of sale, not because it's best to spend it there, but because it's easier to show clear attribution. The obsession these days in Advertising and Marketing is "closing the loop." It's daft. #DOOH #digitalbillboards #digitalsignage

Up against shifting spending habits and increased competition, CPG brands want to remain top of mind—and top of consumers' shopping lists. Partnering with Digital Remedy for your media buying and OTT advertising means CPG brands gain high-engagement creative branding solutions, meticulous measurement and insights on your campaign performance, AND the ability to effectively drive purchases. ✍️ Read our new blog “CPG Strategy 101: Understanding the Modern Consumer Journey” by Elizabeth Estell to learn more about crafting an in-store and e-commerce strategy with us! https://bit.ly/49W9BQF #DigitalRemedy #PerformanceMarketing #ConsumerPackagedGoods #OTTAdvertising #MediaBuyers

Personalization for packaged goods and other OEM brands has been hard when you do not have the direct customer contact. Retail Media Networks unlock the first party data from retailers and open up new possibilities. But it will require creatively-developed partnerships. Great piece on understanding the current state and where it can go to accelerate personalization, and value growth, on multiple fronts