Retail experts project that 2025 will mark a significant shift, as physical stores begin to emerge as major media channels, driven by advancements like connected digital screens and better measurement techniques for in-store advertising.
Andrew Lipsman noted a transformative shift in retailer attitudes: 'This is the year that the physical store establishes itself as the next major media channel.' Retailers are now more willing to explore in-store advertising opportunities, overcoming previous hesitations.
Lipsman emphasized the potential of utilizing local content creators in retail environments, stating there is a significant opportunity to engage hyper-local influencers in interactive in-store activations, making the shopping experience more engaging.
Despite the promising outlook for commerce media, the growth rate is expected to slow, with major players like Amazon and Walmart monopolizing about 84% of retail media ad spend, potentially squeezing out less sophisticated competitors.
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