Why Shopper Attention Is the New Battlefield

Colin Lewis argues that Retail Media growth depends on attention, creativity, and effectiveness, not only technology or inventory. He explains that each Retail Media format has its own context and creative language, especially in-store screens, which should not simply reuse assets made for TV, print, or social media. The session also explains why retailers must think more like media publishers, while brands need new ways of working because Retail Media cuts across brand, digital, shopper, and trade marketing teams.