Committees | Events & Webinars | Commerce Marketing | ANA

Commerce Marketing

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Welcome and Introductions (11:00am - 11:10am ET)

Roundtable: Marketers Pump the Brakes on Retail Media: a first look at the ANA’s Second Wave on RMNs(11:10am - 11:20am)
In the Spring of 2023, the ANA conducted our first member survey on attitudes, usage, and expectations of retail media. We found the platform to be well established, credited with driving sales, but not yet a proven brand-builder. Further, marketers felt pressured – a “have to buy” vs. “want to buy”. We were eager to field a second round to capture the rapidly shifting landscape and user perceptions. What we found surprised us, and questions the extraordinarily optimistic expectations for growth. Set to publish in late Spring, John will share some of the more provocative toplines for the report.

Speaker: John Paquin, Senior Director, Brand & Media, Association of National Advertisers

Session I: Retail Media: The Perfect Intersection of Branding & Performance (11:20am - 11:55am)
Retail media's perception as a performance channel undervalues its considerable impact on branding effectiveness. Andrew Lipsman, independent analyst at Media, Ads + Commerce, will illuminate why brands are now getting the best of both worlds whether their retail media campaigns occur on-site, off-site, or in-store. He'll show why high-quality display and video creative on e-commerce websites are effective at driving brand choice, how closed-loop targeting and measurement in TV unlocks new opportunities for brands, and how in-store retail media delivers audience scale and attentiveness with proximity to the point of purchase. 

Andrew Lipsman, Independent Analyst & Consultant,Media, Ads + Commerce

Session II: Evolving Retail Media Networks performance (11:55am - 12:30pm ET)
Ian will delve into retail media networks evolving role in the consumer journey. In today’s dynamic retail landscape, 2 major forces are taking place, RMNs expanding upstream into awareness and consideration stages, and an increase of RMNs. On this session Ian will cover key challenges to measure RMNs Consideration efforts impact, and how Intel is approaching measurement, accountability and resources optimization.

Ian Freitas, Global Retail Marketing Director, Intel Corporation

Closing Remarks (12:30pm - 12:35pm)

**Schedule subject to change


Andrew Lipsman, Independent Analyst & Consultant, Media, Ads + Commerce
Andrew Lipsman is an independent analyst and consultant at Media, Ads + Commerce. His industry coverage specializes in retail media—which he is known for anointing as “digital advertising’s third big wave”—and other areas of the digital media, advertising, and commerce ecosystem.
Previously, he was a Vice President & Principal Analyst at eMarketer, focusing on retail and e-commerce. There he covered topics including retail media networks, grocery e-commerce, D2C brands, social commerce, mobile retail apps, the digitization of the store, holiday shopping, and Amazon Prime Day.
Andrew also served as SVP of Marketing & Insights at comScore, where he oversaw the company’s global marketing insights and thought leadership initiatives.
He is often sought for commentary on retail media, e-commerce, digital advertising, social media, and all things Amazon, appearing in leading news organizations like The New York Times, The Wall Street Journal, The Economist, The Financial Times, Advertising Age, CNN, Fortune, Reuters, and Bloomberg. He has also published more than a half dozen articles in the Journal of Advertising Research.
Andrew holds an MBA from Northwestern’s Kellogg School of Management and his undergraduate degree from Duke University. Please follow this link to view Andrew’s profile on LinkedIn.

Ian Freitas, Global Retail Marketing Director, Intel Corporation
Ian Freitas heads Global Retail Marketing at Intel for the Client Computing organization leading retail marketing across 150+ omnichannel and pure online retailers. Originally from Brazil and living in US for the last 8 years, Ian has built his 20+ years career at digital marketing, product management and retail with global leaders like Samsung, Yahoo! and Electronic Arts. Some strategic programs he manages at Intel include Instore Digital transformation that has received multiple awards across the globe, including ANA Reggie awards, and evolving the ecommerce marketing through performance media optimization and digital product experiences innovation. 

John Paquin, Senior Director, Brand & Media, Association of National Advertisers
John Paquin is Senior Director, Brand & Media at the Association of National Advertisers. His responsibilities include management of several of the organization’s committees including the Brand Purpose, Brand Management, Commerce Marketing and Content Marketing Committees, as well as a lead role in thought leadership in the area of retail media, including the association’s conferences and member surveys on the topic.
Prior to joining the ANA in 2018, John had a long career on the agency side, specializing on CPG brands; first at Grey Worldwide as global account lead for P&G, winning virtually every company award for brands such as Febreze, Downy and Mr. Clean; at Havas for Reckitt, and Merkley & Partners for Sun Products’ laundry portfolio. John’s work has been recognized with six Effie Awards and a Cannes Lion among others. John holds a bachelor’s degree from Fairleigh Dickenson University, and MBA from Rutger University.