Is it time for retail media networks to think beyond the ads?

A new report suggests retail media networks (RMNs) need to evolve from platforms that push ads and pricing into content engines that influence how a new generation of consumers shops.

The report, “New Content Mandate: Building Shopper Trust in a Fragmented Retail Media Landscape,” from Ascendant Network and Inmar Intelligence, says content-driven, omnichannel experiences are now required for building trust with shoppers and driving sales. 

Consumers, particularly Gen Z consumers, increasingly rely on creators and authentic storytelling for purchase recommendations, valuing these over the conventional ads that are currently the focus of RMNs. 

Among the suggestions for RMNS included the report:

Embrace value-driven content: RMNs must evolve from individual ad channels to content engines that fuel omnichannel strategies with authentic storytelling. They must also broaden their focus, from focusing on price and promotion messaging to delivering consistent, connected content that offers value at every touchpoint.

Adopt a full-funnel, omnichannel content strategy: These content strategies must be designed to engage shoppers throughout their entire purchase journey, the report says — from discovery and inspiration to decision-making and post-purchase satisfaction. Because these journeys are often non-linear, they require a holistic approach, including surprise-and-delight moments, planning tools, how-to guides and positive ratings or creator endorsements. 

Address internal and external fragmentation: RMNs suffer from severe fragmentation, driven by internal silos within RMNs and brands, inconsistent collaboration models and complexities in managing varied brand expectations. Marketing leaders and RMNs need to resolve internal silos and partner complexities to create cohesive content, according to the report.

Use social and creator content strategically: Younger consumers trust creators as a shopping source more than social media ads or celebrities. RMNs can play a decisive role in delivering authentic content through creators to build trust, drive engagement and convert interest into action, the report says.

Prioritize relevance, authenticity and personalization: A strong content strategy is personalized, channel-aware, aligned with long-term brand goals and inspires shopper curiosity. The report says brands and RMNs must work together to prioritize these aspects, building agility into campaigns and engaging consumers through authentic, brand-safe content strategies.

Evolve measurement beyond traditional metrics: While RMNs provide broad metrics like return on ad spend (ROAS), brands desire precise incrementality and detailed insights. Marketing leaders must push for measurement deeper than incrementality and ROAS to understand the entire shopper experience. 

Dig deeper: Retail media networks: What you need to know

What could RMNs look like in the future?

If marketers and RMNs follow the steps outlined in the report, RMNs could look significantly different in the future, transforming from traditional ad channels into dynamic, consumer-centric content engines. 

In addition to shifting from ad channels to content engines, RMNs could strategically leverage technology to streamline brand-safe creator integrations. In this scenario, RMNs and brands will co-create to deliver cohesive, brand-safe and truly resonant storytelling for their audience.

RMN’s measurement will also go deeper than incrementality and ROAS to help brands understand the whole shopper experience. The report predicts RMNs will use their unique data assets (purchase behavior, browsing history, shopper insights) to build content strategies based on audience needs and shopper intent, and then demonstrate the value the investment drove in achieving brand objectives. 

Dig deeper: Retail media moves from the bottom of the funnel to center stage