Retailers’ latest test is figuring out if creative services can boost their advertising businesses.
A few years into the retail media boom, sellers seeking growth and bigger ad budgets from marketers hope that services and features, like new creative formats and branded content, will increase brand awareness and ultimately, ad budgets.
Still, it’s early days. These offerings are largely viewed as experimental, and it’s not yet clear they can more effectively drive sales.
“Most brands who are starting to play with these retailer-hosted creative services are dipping their toes in the water to see what the performance is like,” said Ross Walker, director of retail media at Acadia.
