Retail Media’s Next Chapter: Why Creative Quality Matters

Retail media is enjoying a surge in popularity, and for good reason. With WARC predicting it to surpass $150 billion globally, retail media is fast becoming the “third wave” of digital advertising - after search and social. This not-so-new channel is finally delivering what marketers have long wished for: the ability to reach the perfect consumer at the perfect moment.

Have we finally reached the ‘Holy Grail?’

It offers what many have called the holy grail: rich first-party data, closed-loop measurement, and ads delivered at the point of purchase. It offers retailers purchase history, intent signals and in some cases demographic insights that enable marketers to achieve the very definition of: right place, right time, right message. Finally.

But here’s the catch: while retail media has exploded, much of it still revolves around static or native sponsored display-style formats. And while there will always be a place for these, what’s missing is engaging, high-quality video that mirrors how consumers actually discover and interact with products online.

So why the gap? Traditional video players are heavy and can slow down page load speeds - something retailers can’t afford when every second counts. Most retail sites simply aren’t built to accommodate large, resource-intensive video placements. As a result, many retail media networks have prioritised lighter, static formats over richer, more immersive creative experiences.

This is where SeenThis comes in. By streaming high-impact, attention-grabbing video ads instead of relying on bulky files or legacy formats, we enable retail media campaigns that:

• Bring video to life on-site: giving shoppers richer, more engaging experiences.
• Load instantly: capturing attention before it slips away.
• Maintain full creative quality: no compromises in format or fidelity.
• Reduce waste: driving more impressions, more clicks, and more sales.
   

And the results speak for themselves. Tonies, the award-winning audio entertainment brand for children, worked with SeenThis to maximize performance during the Amazon Prime Day event and saw amazing results:

• +20% ROAS
• +38% Detail Page View Rate (DPVR)
• 14% increase in sales
• 43% increase in ‘Add to Cart’
   

When creativity is delivered efficiently at the moment of intent, performance rises. It’s one of the simplest equations in advertising - and it works every time.

Why This Matters

Retailers are investing heavily in their media networks, but value only materialises if shoppers notice and engage with the ads. 

Agencies need tools that prove ROI in a crowded channel. And, brands need to show up with impact at the right moment, and at scale. In a world dominated by social environments, it's time to bring that experience into the retail landscape.

SeenThis unlocks this by combining adaptive streaming with Retail Media Network’s first-party data. It’s not just about reaching high-intent shoppers; it’s about ensuring the ad experience itself is fast, immersive, and effective. 

What’s next?

Retail media is on track to redefine the advertising landscape. But to fulfil its potential, creative quality must keep pace with media innovation. Shoppers expect video. And they expect it fast.

Because in retail media, if your ad isn’t engaging, it isn’t seen.