Ever wondered how retail giants are reshaping the commerce landscape while battling for your attention? In this engaging episode of Retail Media Vibes, we welcome Brad Godwin, the embodiment of positive energy and human connection in the tech-driven world of retail media.
Brad brings his refreshing perspective as a seasoned professional with Breaktime Media, highlighting why human relationships remain central even as retail media spending skyrockets to a projected $61.2 billion by 2025. The conversation explores the critical talent gap facing the industry, with Brad emphasizing that successful teams need diversity of thought: "What if you have some folks that are deep retail experts, you marry those with deep media experts, you come into some brand storytelling, and then you have folks that understand the mechanics of sales?"
The discussion takes a fascinating turn examining Connected TV's explosive growth in retail media – expanding 45.5% this year and projected to capture one in five CTV US ad dollars by 2027. Brad offers valuable insights on finding the balance between awareness and conversion, questioning whether tactics like QR codes actually drive meaningful action: "The incentive has to overcome the friction," he notes, suggesting that strong promotions or sweepstakes might be necessary to motivate viewers.
Perhaps most compelling is the analysis of how Walmart and Amazon are increasingly encroaching on each other's territories – Amazon expanding same-day grocery delivery while Walmart grows its marketplace and ad business. This competitive dynamic creates benefits through innovation, with Brad observing: "There's a bigger thing at play called the love economy... for retailers, there is your favorite. I'm in a pinch, what am I going to go to? They're trying to earn the shopper's trust through brand love."
Whether you're a retail professional, brand marketer, or simply curious about how commerce is evolving, this episode delivers valuable insights wrapped in an authentic, vibrant conversation. Subscribe to Retail Media Vibes for more thought-provoking discussions on the future of retail and commerce!
More About this Episode
Retail Media's Next Frontier: Talent, Tech, and the Battle for Consumer Attention
The retail media landscape is evolving at breakneck speed. With billions pouring into the space, emerging technologies reshaping shopper engagement, and industry giants like Walmart and Amazon pushing the boundaries of what's possible, it’s never been a more exciting or more complex time to be in retail media.
In this episode of Retail Media Vibes, I sat down with long-time friend and industry leader Brad Godwin to unpack the current state of retail media. From talent resourcing to Connected TV and the escalating Walmart vs. Amazon rivalry, we explored how human connection, technology, and strategy must come together to meet the needs of a rapidly changing market. Here are the key insights we discussed.
Retail Media Talent: The War for People Who “Get It”
Retail media spend in the U.S. is projected to reach $61.2 billion in 2025, and that explosive growth is putting massive pressure on talent. Whether it’s brands, agencies, or retailers, everyone is hunting for the same thing: skilled people who understand not just media, but retail.
Brad brought a unique perspective from his work with Breaktime Media and his experience coaching and mentoring talent in Northwest Arkansas. He highlighted a critical question that every organization must answer: Do we build this capability in-house, or do we partner externally to scale?
There’s no one-size-fits-all approach, but he emphasized the importance of cross-functional collaboration. The best teams bring together media experts, brand storytellers, shopper marketers, salespeople, and technologists. It's not enough to simply understand media execution. In retail media, understanding the mechanics of the shelf, physical or digital, is essential.
Another key point: development matters. With few long-term veterans in the space (because retail media, as we know it, is still relatively new), the future of talent will be built on structured training, mentorship, and curiosity. Certifications like Walmart Connect’s partner program offer a strong foundation, but companies also need internal pathways to grow the next generation of retail media pros.
Connected TV: Retail Media’s New Favorite Channel?
If 2023 was the year of in-store retail media, then 2024 belongs to Connected TV (CTV). According to eMarketer, CTV ad spend within retail media is growing nearly three times faster than retail search and is projected to account for 1 in 5 CTV ad dollars by 2027.
CTV is a powerful storytelling tool, particularly for driving top-of-funnel brand awareness. But Brad and I agreed: it has to be part of a holistic media strategy, not a bolt-on.
And here’s the tension: Retail media budgets are still smaller than traditional brand media budgets. With CTV’s high CPMs, efficiency and measurement become even more important. Brands want to know: Does it actually drive sales? Some CTV partners have introduced interactive features, QR codes, shoppable remotes, and even real-time add-to-cart prompts, but we questioned how widely these are adopted outside of curious marketers like us.
Where CTV could really win is in sports. Walmart’s partnership with NBCUniversal and the integration of shoppable formats during NFL games is a great example. Live sports deliver large, engaged audiences, and Walmart is finding ways to tie those moments directly to commerce.
Still, both Brad and I are cautious. CTV is exciting, but it’s not likely to be the most important retail media channel in five years. It’s a tool in the toolbox, not the whole shed.
The Amazon-Walmart Showdown: A Retail Media Arms Race
Few rivalries are as fascinating, or consequential, as Amazon vs. Walmart. The two companies are converging, each expanding into the other’s core territory.
- Amazon is doubling down on grocery with same-day delivery in 1,000+ cities and a focus on essential categories like fresh, household, and beauty.
- Walmart is growing its ad business, seeing a 26% year-on-year increase in ad revenue and pushing into connected TV, data-driven targeting, and marketplace growth.
It’s not just competition, it’s evolution. Walmart is leveraging its store footprint as a logistics advantage, enabling faster delivery, localized fulfillment, and a better omnichannel experience. Amazon is optimizing its media ecosystem, building on Prime Video and a marketplace that drives immense product discovery.
And at the heart of this rivalry? Loyalty.
Brad coined it as the “love economy”, a race not just for attention, but for affection. Walmart has been making major brand moves, from its ad campaigns to the perks in Walmart+ (Paramount+, fuel discounts, early access offers). Gen Z is taking notice.
As both companies blur the lines between retail, media, and tech, the real winner is the shopper. Consumers now expect speed, convenience, value, and personalization, and both Amazon and Walmart are raising the bar.
AI: A Useful Tool, Not a Silver Bullet
Let’s be clear: AI isn’t going to fix retail media’s talent crunch. At least not anytime soon.
AI can support decision-making, automate workflows, and help scale certain tasks. But it still requires human guidance, strong inputs, and ongoing iteration. Retail media is too nuanced, too contextual, and too dependent on relationship-building to fully hand over the reins.
We joked about the Taco Bell AI drive-thru fiasco (yes, someone ordered 18,000 waters). It’s a perfect metaphor for what happens when you apply tech without understanding the human use case. The brands that win in this space are the ones that use AI thoughtfully, integrating it to enhance human capability, not replace it.
The Human Side of Retail Media
It’s easy to get caught up in the numbers: $61.2 billion in spend, 26% growth year-on-year, 150 million weekly Walmart shoppers. But Brad reminded us that behind every campaign, every ad unit, every data point is a human being.
The most successful retail media strategies are the ones that remember that. Whether it's connecting with a shopper through a nostalgic IP like LEGO x Nike, or designing an avocado scanner that delights produce buyers, the goal is meaningful connection.
And meaningful work starts with meaningful people. This industry is powered by humans, curious, passionate, collaborative humans. Conferences like Groceryshop and local meetups in Northwest Arkansas are proof of that. It’s not just about tech; it’s about the people building it, selling it, and using it to drive real change.
Final Thoughts
Retail media is no longer emerging; it’s arrived. But we’re still writing the playbook.
- Talent is the single most important asset. Build it, train it, protect it.
- Connected TV is powerful, but it’s not a cure-all. Use it strategically.
- Amazon and Walmart are both winning, and shoppers win the most.
- AI is helpful but only if it supports real human insight.
- And above all, retail media must stay human. Relationships, not just results.
The future of retail media is bright, but it will require agility, collaboration, and empathy. So whether you're a brand, a retailer, a tech partner, or just someone trying to keep up, stay curious, stay connected, and keep bringing the vibes.
BV out.
