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Retail Media Is a Creative Wasteland. So What.

Retail Media Is a Creative Wasteland. So What.

Published 1 week, 4 days ago
Description

Retail media is a creative wasteland. That’s the catchy line coming out of Ipsos’ new Creativity Over Clicks research. And honestly, my first reaction was to get my hackles up. But once I slowed down and looked at what the data was actually saying, I realized the report was confirming something many retail media practitioners have known for a long time: the creative looks the way it does for some very rational reasons.

In this episode, I unpack what Ipsos’ research tells us about retail media creative, shopper mindset, measurement, and the tension between brand building and bottom-of-funnel performance. I also look at where I think retail media has an opportunity to go further, particularly when it comes to video, premium formats, and reaching shoppers who aren't already in market. 

Is retail media really a creative wasteland? Or have we simply been optimizing for what the channel can measure?


This episode is sponsored by GrowthLoop

Timeline

[00:00] - Why the “creative wasteland” framing initially got my hackles up

[01:11] - Why retail media attracts a more data-driven, performance-focused mindset

[02:06] - Why retail media ads are 47% less likely to be remembered, and how shopper mindset explains it

[03:07] - How measurement shapes creative choices and keeps retail media focused on the bottom of the funnel

[04:22] - Why video outperforms display across key brand metrics

[06:18] - The surprising impact of creative quality on undecided and out-of-market shoppers

[07:17] - Why retail media shouldn't simply copy the “best practices” of traditional media


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