The New Content Mandate: Building Shopper Trust in a Fragmented Retail Media Landscape
In the New Content Mandate: Building Shopper Trust in a Fragmented Retail Media Landscape report conducted by Ascendant Network in partnership with Inmar Intelligence, we learned how the retail media industry is evolving from banner ads and siloed promotional campaigns to meaningful, omnichannel content experiences to build strong consumer connections.
Based on in-depth interviews with senior executives from retail media networks (RMNs) and brand advertisers, the report reveals how content is no longer just creative, it’s currency. This report highlights four key insights:
- RMNs must go beyond banners. Retail media content should add value across every touchpoint.
- Full-funnel content is critical. Brands must deliver more than promotions, offering education, inspiration, and trust-building experiences.
- Measurement must evolve. ROAS is not enough; RMNs and brands must capture the holistic shopper experience.
- Creator content is powerful, but disjointed without consistency. Brands and RMNs must align to make authentic storytelling scalable.
Featuring real-world examples, the study illustrates how leading RMNs are creating omnichannel ecosystems through cohesive content strategies that not only build consumer trust but also loyalty and conversion.
Whether you’re building a retail media strategy or rethinking your brand content strategy, this study is a must-read for marketers aiming to lead in today’s content-driven commerce landscape.
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