In today’s rapidly evolving retail media landscape, creative execution is not just a finishing touch, it’s a primary performance driver. As a commerce agency, we see firsthand how exceptional creative can transform ad outcomes. Across campaigns, high-performing creative assets consistently deliver 4–7× better results than their lower-performing counterparts, boosting conversion rates, ROI, and brand lift.
Here’s a look at the retail media ad fundamentals our Creative team is using today that every brand should master to win the digital shelf.
1. Prioritize Consistent Branding
Retail media spans a wide range of placements and formats. Regardless of where the ad appears, clear and consistent branding helps build trust and recognition. Every ad should include:
- A prominent, fixed-position logo (top right or bottom corner works best)
- Brand colors and typefaces that match your digital style guide
- Familiar taglines or phrases that reinforce identity
Key Takeaway: Branding should enhance the message, not compete with it.
2. Lead with a Benefit, Not a Buzzword
Consumers make decisions fast. That means your messaging needs to be direct, benefit-driven, and urgent. Every ad should clearly answer:
- What’s in it for the shopper?
- Why now?
Key Takeaway: Skip generic phrases like “Great Value.” Instead, say “Save 20% – Today Only.” Stick to 20–30 words or less and tailor tone to the audience and stage of the funnel.
3. Use Strong, Action-Oriented CTAs
Your call to action is the conversion trigger. Make it bold, make it clear, and make it actionable:
- “Shop Now”
- “Limited Time Offer”
- “Scan in Store”
- “Find Nearby”
Key Takeaway: CTAs should be visually distinct and placed strategically for maximum impact.
4. Design with Visual Hierarchy in Mind
Eye movement matters. High-performing retail ads guide the viewer from the primary message to supporting elements using:
- Large, legible headlines near the top
- Professional, in-context product imagery
- Bold, contrasting price or offer callouts
- Minimal clutter to ensure readability across devices
Key Takeaway: Retail consumers respond well to clean visuals with emotional or aspirational cues.
5. Drive Urgency and Exclusivity
Retail thrives on immediacy. Use language and visuals that tap into FOMO (Fear of Missing Out). Terms like “Ends Tonight,” “Only While Supplies Last,” or “Exclusive Offer” prompt action. Supporting this with visual cues—like red for urgency or green for action—can boost results.
6. Tailor Creative to Platform and Funnel Stage
Not all platforms or consumers are the same. Effective creative matches the expectations of both:
- Upper funnel: Focus on brand education, lifestyle visuals, and trust-building.
- Lower funnel: Prioritize offers, urgency, and CTAs.
Key Takeaway: Platform-specific considerations matter. Whether it's Amazon’s clean layout requirements or a social platform’s UGC-driven formats, tailoring to the environment improves engagement and conversion.
7. Customize by Format
Each ad format requires different creative considerations:
- Static/Dynamic Banners: Short headlines, minimal text, branded logo, and a single visual focus.
- Sponsored Products: Feature the product as hero, with copy aligned to search behavior and benefits.
- Video: Hook viewers in 3 seconds, reinforce branding early, and use captions for sound-off playback.
- Social Ads: Design mobile-first (9:16 or 4:5), use trends and influencers where relevant, and keep it authentic.
Key Takeaway: Regardless of format, always use platform-recommended specs and file sizes for optimal load speed and quality.
8. Test, Learn, and Optimize Continuously
Retail media success isn’t set-it-and-forget-it. Top-performing brands iterate constantly. Use A/B testing to assess:
- Headlines
- CTA placement
- Visuals or backgrounds
- Color schemes
Key Takeaway: Leverage platform analytics (CTR, conversion rate, ROAS) to make data-driven creative decisions. Even minor changes—like adjusting a button color—can yield double-digit conversion gains.
A Final Thought
Retail media isn’t just about where you show up—it’s about how you show up. Brands that treat creative as a core performance lever see measurable gains in engagement, conversion, and revenue. By applying these best practices with discipline and creativity, your ads can stand out in a crowded feed and drive results where it matters most.