Andrew Lipsman
Opinion
26 January 2024
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Despite its categorization as a performance channel, retail media can be used to raise brand awareness. Here, retail expert Andrew Lipsman charts how ad formats usually seen as “upper-funnel” have been proven to also drive performance in the context of retail media. Strong creative delivered close to the point of purchase like on e-commerce websites can be effective at driving brand choice. And in-store audiences are just as responsive to brand messages as TV audiences, but are much closer to the point of purchase.
