As digital screens proliferate across brick-and-mortar, physical stores will begin to emerge as the ""new TV"" - a mass-reach vehicle ideal for national brands. Digital surfaces at the entrance, front of store, checkout, endcap, smart cart and cooler doors deliver much of what brands want and what linear TV has lost: fast reach, high attentiveness, younger audiences and cultural relevance. In this opening keynote, Andrew Lipsman of Media, Ads + Commerce will present an insights-driven vision for the future of in-store advertising that highlights:

• How physical stores deliver broadcast-level scale.
• Why linear TV budgets should migrate to in-store media to help brands grow.
• How innovation in in-store audience, brand lift, and sales lift measurement will support the growth of this ad market.