The short version

Andrew Lipsman predicted on January 1, 2018: “Retail media will likely come full circle, moving from brick-and-mortar to digital to TV and right back into the physical store—only this time through digital media displays. While brick-and-mortar signage is still in the early phases of adoptions, particularly in grocery stores where it wields the greatest potential, it’s inevitable that retail media…

Prediction by

Andrew Lipsman

On January 1, 2018

“Retail media will likely come full circle, moving from brick-and-mortar to digital to TV and right back into the physical store—only this time through digital media displays. While brick-and-mortar signage is still in the early phases of adoptions, particularly in grocery stores where it wields the greatest potential, it’s inevitable that retail media will get reintroduced into this environment—albeit in a different format.”

Follow-up

The prediction came true, as Andrew Lipsman himself reaffirmed in 2025 that retail media is expanding into in-store environments as the "next major frontier," offering significant incremental reach, with examples like Walmart's CTV push via Vizio.

From the High Caliber AI network — see the AI for PR module in the course.