Unlocking New Revenue Streams and Engaging Consumers in a Changing Media Landscape
At the Global Retail Conference 2025, Mark Boidman, Partner and Head of Global Media at Solomon Partners, delivers a compelling talk about how digital media advertising is reshaping the retail industry. He breaks down the shifts happening in media today and explains how businesses can take advantage of these changes to grow their revenue and better connect with customers.
The Changing Media Landscape and the Rise of Retail Media
Boidman emphasizes that traditional media—TV, radio, and print—aren’t as dominant as they once were. People today have endless options for consuming content, making it harder for advertisers to reach large audiences in the ways they used to. Even within digital media, the sheer number of platforms makes it challenging to capture consumer attention.
This shift has led to the rise of retail media networks (RMNs), which offer brands a way to engage with customers right at the moment they’re making purchasing decisions. Unlike TV or digital ads that consumers might skip, RMNs allow businesses to place ads in stores and on retail websites, where shoppers are already looking for products.
Why Retail Media is Becoming a Key Revenue Driver
Retail media is quickly becoming a major source of profit for retailers. Boidman shares that nearly one-third of Walmart’s operating income now comes from advertising—a stunning statistic that shows how much potential lies in this space. Big retailers like Walmart, Amazon, and Target are using the data they collect on shoppers to show them ads that match their interests, making advertising more relevant and effective.
With TV viewership on the decline, advertisers are shifting their budgets to digital and out-of-home (OOH) media. Boidman explains that OOH media, which includes digital billboards and screens in places like stores, airports, and taxis, is still growing because it reaches people in their everyday lives in a way that feels natural.
The Power of First-Party Data and Measurable Results
One of the biggest advantages of retail media is that it gives businesses access to first-party data, which means companies can understand their customers’ buying habits without relying on third-party tracking. With privacy concerns on the rise, having direct access to this information is a huge competitive advantage.
Retailers can also measure the impact of their ads in real time. Unlike TV ads, where it’s hard to know if they actually lead to a sale, retail media lets advertisers track purchases and see whether their ads are driving results.
Why In-Store Digital Advertising is Gaining Traction
Right now, in-store digital advertising is a small but fast-growing part of the retail media space. Less than 1% of retail media ad spending currently goes toward in-store ads, but Boidman believes that number will rise as more stores install digital screens and better technology. When shoppers see ads inside a store that match what they’re already browsing, it makes advertising feel more natural and useful.
Because stores can track what customers buy at checkout, advertisers can get a clear picture of whether their promotions are working. Plus, since customers are already in “buying mode,” they’re more likely to act on in-store ads than on ads they see elsewhere.
Retail Media and Out-of-Home Advertising: A Winning Combination
Boidman discusses how retail media and out-of-home (OOH) advertising work well together. Screens in public places—like billboards, transit stops, and malls—can reach customers before they even step foot in a store, keeping products top-of-mind.
The Outdoor Advertising Association of America (OAAA) finds that long-term OOH campaigns often deliver better results than expensive Super Bowl ads, because they give brands more exposure over time at a fraction of the cost. This makes OOH a smart choice for brands looking to build awareness without spending millions on a single TV spot.
How Businesses Can Stay Ahead
As retail media continues to grow, Boidman highlights a few trends that businesses should keep in mind:
1. Retail Media Will Keep Expanding – More companies will create their own advertising platforms, allowing brands to reach customers where they shop.
2. In-Store Digital Ads Will Grow – As technology improves, stores will invest more in digital displays and personalized ad experiences.
3. Advertisers Will Focus on Relevance – Businesses that use data to show shoppers the right ads at the right time will see the best results.
4. Traditional Media Will Continue to Decline – As fewer people watch traditional TV, ad dollars will continue shifting to digital-first, data-driven platforms.
5. More Businesses Will Diversify Their Advertising – Companies will spread their marketing budgets across multiple platforms, including retail media, social media, and OOH advertising.
The Future is Retail Media
Mark Boidman’s insights at the Global Retail Conference 2025 make it clear that retail media isn’t just a passing trend—it’s the future of advertising. With its ability to reach customers at the moment they’re ready to buy, track results in real time, and offer businesses a high-margin revenue stream, retail media presents a huge opportunity for both retailers and advertisers.
Businesses that embrace this shift and invest in retail media networks and in-store digital advertising will be best positioned to succeed in today’s fast-changing retail environment. As Boidman emphasizes, technology is making advertising smarter, more relevant, and more effective—helping brands connect with customers in ways that feel natural and beneficial.
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