By: CLC Editorial Staff
Retail media has taken off like a rocket—billions in spend, more retailers than ever launching networks, and a growing share of marketing budgets shifting to retail media. But somewhere along the way, creative got left behind.
While brands obsess over data, attribution models, and ROAS targets (rightfully so), they often overlook the very thing shoppers actually see: the creative. And let’s be honest—it’s stale.
The Problem: One Creative, Many Retailers, No Strategy
Recycling the same ad creative across every retailer isn’t just lazy—it’s ineffective. Every retailer has a unique shopper, brand perception, and trip mission. Running identical banner ads for Walmart, Target, and Stop & Shop is like giving the same pitch to three completely different audiences and hoping they all say yes.
Let’s break it down:
- Walmart is a value-driven destination, with budget-conscious shoppers who want big brands at low prices.
- Target skews more style-forward and trend-sensitive—“cheap chic” with a loyal millennial base.
- ADUSA serves convenience-focused family shoppers with strong loyalty programs and local presence.
If your ad says “Stock up now at your local store” and links to a generic retailer landing page, you’ve missed the opportunity to connect—and convert.
Why This Matters More Than Ever
Retail media is no longer just digital shelf space—it’s premium, high-ROI advertising real estate. As it becomes a bigger piece of your media mix, creative matters more, not less.
And let’s not ignore creative fatigue. If a shopper sees the same boring banner on every platform, you’re not reinforcing a message—you’re reinforcing apathy. Distinctive, dynamic creative isn’t a nice-to-have—it’s a growth lever.
TL;DR: Stop Copy-Pasting
- Use retailer-specific messaging: call out promotions, loyalty offers, and store name.
- Adjust the visual tone to align with each retailer’s brand.
- A/B test creative, and let performance data guide refinement.
- Don’t just think about ROAS—think about relevance.
Retail media has the targeting, the data, the closed-loop reporting. Now it needs the creative it deserves.
Otherwise, you’re just paying premium prices to be ignored.
Want your retail media spend to actually move product?
Start by asking: Would I click on this ad?
If not—your shoppers won’t either.