Storefronts Keynote Speaker to Share How Physical Retail Is the New TV

As the presence of in-store digital screens proliferates, physical retail is poised to become a crucial mass-reach vehicle for brands. Digital signage near store entrances and checkouts, endcap displays, smart cart screens and digital cooler doors deliver much of what brands want and what linear TV has lost.

Andrew Lipsman, independent analyst and consultant, Media, Ads + Commerce, will tackle this topic during the opening keynote at the Path to Purchase Institute’s Storefronts event (think upfronts for in-store retail media) on Sept. 12 in Chicago. 

“In-store retail media provides much of what linear TV has historically provided — reach, attentiveness and high-quality creative in a brand-safe environment,” Lipsman told P2PI, offering a glimpse into his upcoming address. “And with linear TV's money demo of 18- to 49-year-olds increasingly difficult to reach, physical stores can easily fill that void since consumers of every age still shop in stores.

“Linear TV advertising rates have doubled over the past decade despite viewership declining by half among key demographics, because those budgets haven't had somewhere better to go,” Lipsman added. “With physical stores, now they do. In-store advertising can help brands reach audiences more efficiently and create mental and physical availability that deliver both short-term sales effectiveness and long-term brand-building.”