In this clip, retail media analyst *Andrew Lipsman* calls out the elephant in the boardroom: most CMOs still see retail media as a glorified e-commerce tool, not a full-funnel brand-building channel. But with the rise of connected TV and off-site retail media, that perception is overdue for a reset.
If your retail media strategy is still stuck in the lower funnel, you’re missing the bigger picture. Off-site retail media and connected TV are exploding, and the smartest brand marketers are already shifting their CMO marketing strategy to meet the moment.
Retail media strategy isn’t just about performance TV and ROAS anymore — it’s about storytelling, brand lift, and owning the full customer journey. And off-site retail media is the key to making that happen.
Ready to rethink your retail media strategy?
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from *The Retail Razor Show* #podcast
*S6:E4 The Retail Media Shift Nobody's Talking About"
*Released on March 27, 2026*
*Guest info*
*Andrew Lipsman* https://www.linkedin.com/in/andrew-lipsman-10b2162/
Analyst, Consultant, and Founder - *Media, Ads + Commerce*
https://mediaadsandcommerce.substack.com
*Chapters*
00:00 Retail Media Reputation
00:15 Moving Up the Funnel
00:38 CMO Buy-In Gap
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