Creativity Over Clicks: Reclaiming Retail Media for Brand Building
For brands and creatives, a hyper-focus on short-term attribution has turned high-potential spaces into dull product shots and “Buy Now” buttons. For retailers and ad sales platforms, relying solely on immediate click-and-convert metrics is leaving billions in upper-funnel budgets on the table. The current playbook is selling the channel short. The future of retail media relies on an evolution.
Ipsos’ groundbreaking new research, receiving its global debut at Cannes Lions International Festival of Creativity, reveals that creative quality is the missing link that unlocks the true power of the retail media ecosystem.
What you’ll discover in the report:
- For Brands & Creatives: The definitive business case for bringing creative quality to retailer environments to capture future demand, not just immediate conversions.
- For Retailers & Ad Sales Platforms: A roadmap to evolve your measurement capabilities. Learn how to prove the “halo effect” of your premium placements and capture upper-funnel budgets by measuring long-term brand equity alongside short-term sales
- The Breakthrough Formula: Why on-site retail environment present a higher hurdle for brand attention and how to engineer assets that actually cut through the clutter
- Exclusive Case Studies: An inside look at how global pioneers like Mars and Kellanova are democratizing brand stewardship across a fragmented digital shelf
In a world obsessed with short term, creativity is the only force that compounds. It’s time to move past the binary choice of performance vs. brand building and build a retail media infrastructure that drives both.
Creative Quality + Advanced Attribution = The Future of Retail Media
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