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Challenger RMNs & the Retail Media Flywheel: How Content and Omnichannel Strategy Will Shape the Future | Andrew Lipsman

• The Desire Company • Season 1 • Episode 12

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What if the most exciting breakthroughs in retail media are happening far from the spotlight of the industry’s biggest players? Right now, a new generation of challenger retail media networks is quietly rewriting the rules. These second and third tier RMNs are building powerful flywheels, capturing the imagination of brands, and connecting with shoppers in ways that even the giants are starting to notice. According to Insider Intelligence, there are now over 200 retail media networks in operation. Digiday reports that the vast majority, estimated at 180 to 190 or more, are considered second and third tier RMNs.


In this episode, host Eric Sheinkop sits down with Andrew Lipsman, a leading retail media analyst and author of the “Media, Ads and Commerce” Substack. Together, they dive deep into what it takes to build a high-velocity retail media flywheel, why content is the key to differentiation, and how challenger RMNs can seize this moment to leap ahead. If you want to understand where retail media is headed and how the underdogs can win, you are in the right place.


Andrew shares his expertise on:

  • What defines a true challenger RMN and why this moment is pivotal for up-and-coming networks
  • The retail media flywheel and how content now sits at the center for both leading and challenger RMNs
  • Why high-quality video content is quickly becoming the new digital shelf for brands and retailers
  • How challenger RMNs are using shoppable video, in-store digital, and interactive content to connect online and offline experiences, creating unique value for brands
  • The biggest barriers to scaling rich content and how partnerships, innovation, and measurement can help RMNs deliver at scale
  • The innovations and trends that will define the next wave of retail media and how challenger RMNs can future-proof their flywheel


Be sure to subscribe to Andrew’s “Media, Ads and Commerce” Substack for more insights, and follow him on LinkedIn for the latest in commerce, media, and advertising.


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About Tap Into An Expert

Tap Into An Expert is your go-to podcast for unlocking the secrets of Retail Media Networks, eCommerce, and omnichannel marketing. Each episode features in-depth conversations with industry experts, tackling the pressing questions you want answered. Whether you're a marketer, retailer, or business leader, our show is designed to provide you with actionable insights and strategies that can elevate your understanding and effectiveness in this rapidly evolving sector. Tune in and empower yourself with the expertise needed to thrive in today's competitive market.