{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Retail Media Breakfast Club","title":"Retail Media Is a Creative Wasteland. So What.","html":"","width":"100%","height":180,"duration":492,"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.\nIn 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. \nIs retail media really a creative wasteland? Or have we simply been optimizing for what the channel can measure?\n\nThis episode is sponsored by GrowthLoop\nTimeline\n[00:00] - Why the “creative wasteland” framing initially got my hackles up\n[01:11] - Why retail media attracts a more data-driven, performance-focused mindset\n[02:06] - Why retail media ads are 47% less likely to be remembered, and how shopper mindset explains it\n[03:07] - How measurement shapes creative choices and keeps retail media focused on the bottom of the funnel\n[04:22] - Why video outperforms display across key brand metrics\n[06:18] - The surprising impact of creative quality on undecided and out-of-market shoppers\n[07:17] - Why retail media shouldn't simply copy the “best practices” of traditional media\n\nLinks & Resources\nIpsos' new retail media research: Creativity over Clicks\nSubscribe to Andrew Lipsman's newsletter Media, Ads + Commerce\nRead my related articles:Why Do Brand Marketers Love To Hate On Retail Media?\nThe ‘How Brands Grow’ Dogma Wants To Have A Word With Retail Media\nChallenger Brands: Being Heavy On Sponsored Products Is a Feature, Not a Bug\nI'm sharing comedy skits on Instagram about retail media!...","thumbnail_url":"https://img.transistorcdn.com/leXjG3eX2Oionus255cCT4ARULtDc4JRA6cGjzbnYvM/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hNDU3/ODBmMzkwODY0NDEx/ZGJhNDk2NDc0MWY4/NzcwMS5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}