Summary

In this episode, Evan J. Cholfin interviews Adam Zimmerman, co-founder of Ideal, who discusses the transformation of retail advertising through digital circulars. Adam shares insights on the evolution from traditional print to digital formats, the benefits of analytics for retailers, the role of AI in targeting and engagement, and the challenges faced in transitioning to digital. He emphasizes the importance of maintaining a familiar feel for consumers while leveraging the advantages of digital content, including video. Adam also outlines Ideal's expansion goals and the exciting trends in retail media.

Takeaways

Ideal started as an advertising agency and evolved into an ad tech company.
Retailers have historically struggled with print circulars and their effectiveness.
Digital circulars provide a dynamic user experience compared to traditional PDFs.
Analytics help retailers understand customer engagement and improve ad effectiveness.
AI is used to optimize ad targeting and content creation.
Transitioning from print to digital is challenging due to fear of change.
Maintaining a familiar feel in digital formats is crucial for consumer acceptance.
Video content significantly enhances engagement and sales potential.
Ideal aims to grow its market share and retail media investments by 2025.
The independent grocer community is a key focus for Ideal's growth strategy. 

Sound bites

"Who reads these things anymore?"
"We launched it in 2019 at a hardware show."
"The biggest challenge is that it's scary."

Chapters

00:00 Introduction to Ideal
02:51 Approach to New Circulars
05:38 Benefits for Retailers on Analytics
09:11 Challenges from Print to Digital
10:57 Feel of Print for Digital Benefits
12:30 Metric Success for Digital Circular 
12:59 Importance of Video Content and Animation
15:21 Expanded Goals for 2025
18:35 Distribution and Acquisitions for Clients
19:40 Sales Process and What's Working Best
21:10 Incoming Fresh Trends
23:44 Preparing the Changes Ahead
24:48 2025 Hope for Digital Circulars

Video

https://youtu.be/v4J7g3SeHHs