Articles by Marlow
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Being Transparent about Our Real-Time Impression Verification at Grocery TV
Being Transparent about Our Real-Time Impression Verification at Grocery TV
When we started building Grocery TV, we wanted one of our core values to be transparency. Internally, we're transparent…
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Marlow Nickell reposted thisMarlow Nickell reposted thisNew research, released today from IAB and Grocery TV, surveyed retail media buyers and decision-makers to understand how they’re approaching in-store retail media today and what it takes to realize its full potential. The findings show that while marketers see in-store as a full-funnel channel, it’s not always planned and measured that way. In the report, you’ll learn: 🛒 How to get more from in-store across the purchase journey 📊 Why broader measurement can reveal more of in-store’s value 🔓 What factors could unlock greater utilization and investment Download it here: https://lnkd.in/geG9B2aU
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Marlow Nickell shared thisThis week at Groceryshop, Sarah Marzano shared that RMNs expect revenue to grow about 23% this year. Sponsored search and onsite display are among the formats expected to drive near-term growth, but there is only so much room to grow within the digital properties retailers already own. The store is the natural place to look next, since retailers already have the audience, footprint, and shopper context to turn it into a media channel that extends the value of their existing networks. In-store media expands the offering beyond those formats and gives brands incremental reach where shoppers are already making purchase decisions. Our Grocery TV research found that adding in-store to an onsite-only campaign increased reach by 39%. Retailers can build on the capabilities they already have and add the technology, measurement, and operations that make in-store a scalable part of their media offering, with specialized partners supporting the pieces they'd rather not build themselves. If retailers are looking for the next layer of retail media growth, there is a good chance they will find it in the store.
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Marlow Nickell posted thisWalgreens is investing in a new in-store media strategy, with screens next to the products they support, at the front of the store, and in the pharmacy waiting area. That approach lines up with recent findings from Grocery TV’s 2026 In-Store Shopper Perception Report, where we asked more than 1,000 grocery shoppers how screens would affect their experience across 15 different in-store formats. Entrances, checkouts, and pharmacies had the highest favorability, ranging from 84% to 88%, partly because these are places where shoppers already pause and are accustomed to seeing signage and information. The findings reinforce an important principle for retailers: the right placement can make an in-store screen feel like a natural part of the shopping experience. As more retailers launch and expand their in-store media networks, thoughtful placement is an increasingly important part of building networks that shoppers accept. The strongest environments will give retailers and brands new ways to reach shoppers while adding something useful to the store experience. Walgreens won’t be the last retailer to test in-store screens this year. Who do you think is next?
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Marlow Nickell posted thisWhen marketers plan TV or digital campaigns, they start with the audience. They know who they want to reach, which behaviors matter, and what the data says about those consumers before a dollar moves. In-store planning has operated with fewer inputs. Store-level demographics, trade area geography, and category indicators have provided a reasonable starting point, and that's roughly where the inputs stopped. As in-store media becomes a larger part of the media mix, the planning tools behind the channel need to evolve with it. Through a new partnership with Esri, we've added more than 3,500 behavioral and psychographic audience attributes across our 6,700+ stores, roughly 10x the data available for in-store planning before. A brand launching a plant-based product, for example, can now identify the stores that over-index for shoppers with those interests and behaviors. Attention in the store has been proven. The next phase of in-store media is building the data and planning infrastructure that allows brands to approach the channel with the same rigor they bring to the rest of their media investments. Here’s our full announcement if you’d like to read more: https://lnkd.in/gC4K6fSr
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Marlow Nickell reposted thisMarlow Nickell reposted thisWe’re heading back to Groceryshop!📍 Find us at booth 1109, where we're bringing the in-store shopping experience to the expo floor. Meet the team, shop our store, and pick up a few goodies along the way.
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Marlow Nickell shared thisWe're hiring a Senior Account Director in our NYC office! 5+ years of experience in Media or OOH sales and proven partnership with Publicis is required. If this sounds like you or someone you know, check out the full job description to apply.
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Marlow Nickell reposted thisMarlow Nickell reposted thisWhat makes in-store retail media something shoppers actually welcome, not just tolerate? On September 17 at the RMN Americas Ascendant Boot Camp, Chelsea (Ashe) Monaco of Digitas North America and Britt Polihronis of Hy-Vee, Inc.'s RedMedia, will join Grocery TV's Neil Murphy to discuss what it takes to build in-store retail media that shoppers embrace. Drawing on our latest shopper research and insights from retail media leaders, the panel will explore what separates high-performing in-store experiences from the ones shoppers tune out. They'll cover topics like screen placement, creative strategy, measurement, and organizational ownership. If you're attending this Ascendant Network event, we hope to see you there!
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Marlow Nickell shared thisdentsu is bringing its commerce and retail media capabilities closer together as agencies rethink how they reach consumers along the path to purchase. As Michael Burgi reports in Digiday, new head of retail & commerce Aisha Khan is focused on moving beyond the model of orchestrating tactics across channels to instead build around the “connected consumer.” The same thinking should apply to how we build the consumer journey. For grocery shoppers, a significant part of that journey still happens in the physical store, where 95% say they make at least half of their purchase decisions. Yet the store remains a relatively small part of most media plans. As commerce media evolves, the opportunity is to build strategies around the way consumers actually shop, rather than the channels we’ve historically used to reach them. https://lnkd.in/gAzMeFgF
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1w
Congrats Mitchell!!
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Marlow Nickell reacted on thisMarlow Nickell reacted on thisWe partnered with IAB to survey retail media buyers who are already investing in in-store, and my biggest takeaway is that the channel is growing beyond just shopper marketing. Buyers told us they see it working across the whole funnel. It builds awareness, drives consideration, moves sales, and brings shoppers back. Thats a much bigger role than a final nudge at the shelf, which is how a lot of teams still plan for it. The catch is that measurement hasn't caught up. Most teams are still tracking in-store with the KPIs they'd use for shopper marketing, so they're missing a lot of the value driven earlier in the journey. If in-store retail media still lives only in your shopper marketing budget, this ones worth a read. Link below 👇 https://lnkd.in/gFxvY8R2 Grocery TV
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Marlow Nickell liked thisMarlow Nickell liked thisMy new EMARKETER report, The Next Era of Commerce Media, is out today. Commerce media has spent the past several years creating more places to put ads. That doesn’t necessarily mean advertisers have created more money to spend on them. In fact, we expect the annual influx of incremental commerce media dollars to peak at $17.21 billion in 2027, then decline to $13.56 billion by 2030. More networks, formats, surfaces, and inventory will increasingly be competing for a smaller pool of new dollars. That changes the growth equation. The inherited advantages that helped build commerce media, particularly access to consumers with existing purchase intent, remain incredibly valuable. But the next phase will require networks to earn advertiser demand and consumer attention. The report gets into what I think that means in practice: why simply extending commerce audiences into CTV, social, and the open web isn’t enough; how commerce companies can create differentiated sources of attention; and why conversational commerce could fundamentally change the economics of on-site advertising. And if you’re in NYC next week, we’ll be continuing this conversation in person. EMARKETER is hosting an exclusive event with Uber Advertising and the Alliance for Audited Media on October 7 at the Glass Ceiling rooftop, where we’ll dig into what the next era of commerce media looks like and where the industry goes from here. Register here: https://lnkd.in/gqzmNmJw
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Marlow Nickell reacted on thisMarlow Nickell reacted on thisNew research, released today from IAB and Grocery TV, surveyed retail media buyers and decision-makers to understand how they’re approaching in-store retail media today and what it takes to realize its full potential. The findings show that while marketers see in-store as a full-funnel channel, it’s not always planned and measured that way. In the report, you’ll learn: 🛒 How to get more from in-store across the purchase journey 📊 Why broader measurement can reveal more of in-store’s value 🔓 What factors could unlock greater utilization and investment Download it here: https://lnkd.in/geG9B2aU
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Marlow Nickell reacted on thisMarlow Nickell reacted on thisGrocery TV NYC has visitors this week! Team members from Data, Product, Engineering and Sales are in town to have meaningful conversations, exchange fresh perspectives and collaborate on all things GTV. I’m incredibly proud of our team and the way we come together - sharing time, ideas and even a desk or two. Excited for what’s ahead! 🚀
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Marlow Nickell liked thisMarlow Nickell liked this#Groceryshop2026 was a week full of meaningful conversations, new connections, and exciting industry collaboration. For the fifth consecutive year, Albertsons Media Collective hosted meetings in the Seascape Ballroom, bringing together brands, agencies, and industry leaders for more than 50 productive conversations about the future of retail media. We were also proud to see our leaders take the stage. Lisa Holland (Kinney), VP of Consumer & Market Intelligence, joined Criteo's Rob Kane for a breakfast session exploring Albertsons shopper behavior and the insights driving long-term brand growth. Brian Monahan, SVP, joined fellow retail media leaders, Parbinder Dhariwal, of CVS Media Exchange (CMX), Leanne Gibson of Loblaw Advance, and moderator Andrew Lipsman, to discuss how retailers are extending media networks into physical stores to reach shoppers offline and drive measurable impact. Thank you to everyone who spent time with us last week. Comment your top Groceryshop take away below! Next stop: #CES2027
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Marlow Nickell liked thisMarlow Nickell liked thisFinally convinced the folks at Beet.TV to let me talk on camera about commerce media for a bit. Even better, I somehow talked my way into the Beet Retreat in Los Angeles this November. It’ll be my first Beet Retreat, and I’m looking forward to joining the conversations around commerce media, CTV, AI, and where all of these increasingly overlapping parts of the media ecosystem are headed. Who else is going? https://lnkd.in/gGmTZVPhEMARKETER’s Sarah Marzano: Commerce Media will Drive One-In-Four-Digital Ad DollarsEMARKETER’s Sarah Marzano: Commerce Media will Drive One-In-Four-Digital Ad Dollars
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Marlow Nickell liked thisMarlow Nickell liked this#Digitalsignage is about getting content onto a screen, but signage platforms aren't built like retail media networks. Retail media needs software that targets content by audience (matched to a retailers 1st party data) and maps that to specific displays and time slots. It also must track each screens occupancy, so bookings never exceed 100% of available inventory. Signage platforms skip this: they run on an infinite loop, pushing unlimited content with no way for media buyers to spot unused space. It sounds like a small difference, but from a #software perspective, its huge. https://lnkd.in/eFn27AaZWhy screens alone don’t create a successful in-store retail media networkWhy screens alone don’t create a successful in-store retail media network
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Marlow Nickell liked thisMarlow Nickell liked thisLast night was a special evening for MediaPost. Our first-ever Women’s Marketing Dinner at Kyma Hudson Yards in New York City. It was an incredible few hours with so many of the women we admire in the best city in the world. The energy was off the charts as everyone shared their experiences, career journeys, challenges and successes. It was exactly the kind of environment we hoped to create — open, supportive, fun and full of connection. We have so much gratitude for each Queen that was able to join us- and we were incredibly excited to have the support of Kristina Hacker and Tricia Smith of Realtor.com, Maria Youth of Acxiom, Madison Hill of Lime Media and Jackie Cavedon + Lexi Strickland of Grocery TV to support this amazing evening! As always, a huge thank you to Lauren Kania for setting up the experience, and to the incredible women of the MediaPost Events team who make nights like this happen Paloma Pariente Kiera Doyle Maddie Horosky Sophia Parker Jamie Musi Anastasia Sanchez Barbie I. Romero and Erin Everhart! Many more nights like this to come! #MediaPostInsiderSummits. #BrandInsiderExperiences
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