Grocery TV CEO Marlow Nickell joins the Middlemen Podcast to discuss why simplicity, not over-engineering, is the key to unlocking the true potential of in-store retail media.

In this episode, Marlow Nickell, CEO of Grocery TV (LinkedIn ↗), shares his journey navigating the evolving landscape of in-store retail media, revealing how the industry’s obsession with high-tech solutions often misses the mark when it comes to real-world adoption and impact. The conversation explores why the most effective in-store media strategies focus on pragmatic, scalable approaches—like well-placed digital signage—rather than complex tracking or data-matching technologies. Nickell explains how retailers and brands can tap into the unique value of the physical shopping experience, leveraging high dwell times and shopper receptivity at key touchpoints such as entrances and checkout aisles. The episode also delves into the operational and cultural barriers that slow retailer adoption, the importance of creative that speaks authentically to shoppers, and why the future of retail media will be shaped by those who embrace simplicity and context over technological bravado.

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Chapters

00:00:00 - Introduction to The Middlemen Podcast

00:00:13 - Exploring Grocery TV and In-Store Media

00:00:35 - The Evolution of Retail Media

00:01:05 - Maturity of In-Store Technologies

00:01:47 - The Importance of In-Store Experiences

00:02:50 - The Role of Digital Out of Home Advertising

00:03:15 - The Unique Value of In-Store Marketing

00:04:50 - The Shift Towards Physical Retail Experiences

00:05:57 - Challenges in In-Store Media Adoption

00:07:03 - GroceryTV's Origin and Vision

00:08:01 - Initial Technology Challenges

00:09:24 - Pitching In-Store Media to Brands

00:10:38 - Placement of Digital Signs in Stores

00:12:18 - Measuring In-Store Engagement

00:13:07 - Demand for Device ID Matching

00:14:33 - The Case for In-Store Over Off-Site Media

00:15:57 - The Treasure Hunt Experience in Retail

00:16:51 - Barriers to Retailer Adoption of In-Store Media

00:20:12 - Future of In-Store Media Networks

00:21:44 - Programmatic Video Opportunities in Retail

00:23:14 - Consulting Brands on In-Store Strategies

00:24:19 - Best Practices in In-Store Advertising

00:25:12 - Showcase Retailers and Their Innovations

00:26:05 - Conclusion and Call to Action

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