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Andrew Lipsman

Principal Analyst at Insider Intelligence

Andrew Lipsman is an Independent Analyst and Consultant at Media, Ads + Commerce, where he specializes in retail media and e-commerce strategies. He has a strong background in analyzing trends and providing insights within the media, advertising, and commerce ecosystems. Prior to his current role, Lipsman served as the Vice President and Principal Analyst at Insider Intelligence, where he focused on digital media and advertising trends.23

Education and Background

Lipsman holds a degree from Northwestern University's Kellogg School of Management, which has equipped him with a solid foundation in business strategy and analytics. He is based in the Greater Chicago Area and has built a robust professional network with over 500 connections on LinkedIn.12

Areas of Expertise

  • Retail Media: Analyzing the impact of retail media networks on advertising effectiveness.
  • E-commerce Trends: Evaluating shifts in consumer behavior and their implications for businesses.
  • Media Strategy: Consulting on strategies that integrate media, advertising, and commerce effectively.

Lipsman is also active in speaking engagements and has contributed to various discussions on the future of media and commerce, emphasizing the evolving role of creators in shaping these fields.45

Highlights

Aug 28 · linkedin

🔦𝗣𝟮𝗣𝗜 𝗦𝘁𝗼𝗿𝗲𝗳𝗿𝗼𝗻𝘁𝘀 𝟮𝟬𝟮𝟰🔦

I’m thrilled to be kicking off the Path to Purchase Institute’s 2024 Storefronts event with the keynote presentation on September 12 in Chicago.

It’s exciting to see 𝗶𝗻-𝘀𝘁𝗼𝗿𝗲 𝗿𝗲𝘁𝗮𝗶𝗹 𝗺𝗲𝗱𝗶𝗮 finally grab the spotlight with the first industry event focused on the next major media channel.

Details below:   𝗣𝗵𝘆𝘀𝗶𝗰𝗮𝗹 𝗥𝗲𝘁𝗮𝗶𝗹 𝗶𝘀 𝘁𝗵𝗲 𝗡𝗲𝘄 𝗧𝗩: 𝗛𝗼𝘄 𝗜𝗻-𝗦𝘁𝗼𝗿𝗲 𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗲𝗱𝗶𝗮 𝗖𝗮𝗻 𝗣𝗿𝗲𝗽 𝗳𝗼𝗿 𝗣𝗿𝗶𝗺𝗲𝘁𝗶𝗺𝗲

The keynote will cover: 📺 How physical stores deliver broadcast-level scale 💸 Why linear TV budgets should migrate to in-store media to help brands grow 📏 How innovation around measurement—of in-store audiences, brand lift, and sales lift—will support growth   I also plan to share new insights from the Retail Media Survey I’m conducting. Please take the survey while you still can – it only takes 3 minutes of your time!

Link: https://lnkd.in/gJUbBxwT   Special thanks to the event’s premier sponsors Vestcom and Vibenomics, a Mood Media company

And thank you to the other event sponsors Chicory CoolerX Freeosk InMarket Recess Product of the Year USA and Quad   Looking forward to the event – just two weeks away!

#retailmedia #cpgbrands

Aug 15 · linkedin

𝗧𝗵𝗲 𝗕𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝗘𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲𝗻𝗲𝘀𝘀 𝗼𝗳 𝗜𝗻-𝗦𝘁𝗼𝗿𝗲 𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗲𝗱𝗶𝗮 𝙒𝙝𝙖𝙩 𝙒𝙖𝙡𝙢𝙖𝙧𝙩 𝘾𝙤𝙣𝙣𝙚𝙘𝙩’𝙨 𝙉𝙤𝙣-𝙀𝙣𝙙𝙚𝙢𝙞𝙘 𝘼𝙙𝙫𝙚𝙧𝙩𝙞𝙨𝙚𝙧 𝙋𝙪𝙨𝙝 𝙏𝙚𝙡𝙡𝙨 𝙐𝙨 𝘼𝙗𝙤𝙪𝙩 𝙩𝙝𝙚 𝙋𝙤𝙬𝙚𝙧 𝙤𝙛 𝙄𝙣-𝙎𝙩𝙤𝙧𝙚 𝘼𝙙𝙨   My latest article for Media, Ads + Commerce just published. This one is in front of the paywall, so anyone can access it. Link to the full article below in the comments.

One of in-store retail media’s current quirks is that it’s heavily driven by non-endemic brands. Among endemic brands, in-store advertising tends to be seen as a performance vehicle while its considerable long-term branding effects get overlooked.

In the article, I share a few different ways to quantify the mid- and upper-funnel effectiveness of in-store retail media.

Great brand effectiveness research from Grocery TV, CoolerX, The Looma Project and BERA is included in the article.

The example below is my extremely unscientific back-of-the-napkin method of estimating the short-term vs. long-term ROI of in-store ads. (Based on BERA's excellent and very scientific research on branding effectiveness)

#retailmedia #brandmarketing #dooh

Related Questions

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Andrew Lipsman
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Experience

Principal Analyst at Insider Intelligence since August 2021
VP of Marketing at Cooler Screens Inc. (Mar 2021 - Aug 2021), Principal Analyst at eMarketer (Mar 2018 - Mar 2021), SVP, Marketing & Insights at comScore, Inc. (Nov 2005 - Dec 2017), Account Associate at The NPD Group (Jul 2003 - Nov 2005)

Location

Greater Chicago Area