[36:26] Integrating in-store and digital experiences in retail media: Evan contrasts the current focus on digital advertising, which is easy to implement, with the vast untapped potential of in-store interactions. He believes that leveraging the physical store environment, where most customer interactions and sales occur, could greatly benefit both shoppers and brands. Evan envisions retail media evolving to become a seamless part of the customer shopping journey, blending online and offline experiences to inspire and engage shoppers more effectively. He emphasizes that the true value will be realized when digital and in-store elements work together, benefiting both customers and the brands investing in retail media.