A new report suggests that retail media networks (RMNs) must evolve from being platforms that simply advertise products and prices to becoming content engines that influence the purchasing decisions of a new generation of consumers. This analysis comes from the document titled “New Content Mandate: Building Trust in a Fragmented Retail Media Landscape,” prepared by Ascendant Network and Inmar Intelligence.
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Consumers, especially those from Generation Z, increasingly value purchase recommendations based on authentic narratives and content generated by creators, over conventional ads that currently dominate the RMNs. The report highlights the need for content strategies to be comprehensive and omnichannel, designed to engage consumers throughout their shopping experience, from initial inspiration to post-purchase satisfaction.
Furthermore, the report states that RMNs face severe fragmentation, which hinders effective collaboration between brands and advertising channels. To counter this, it is advised that marketing leaders work to break down internal silos and establish partnerships that favor the creation of cohesive and relevant content.
It is also recommended that the RMNs prioritize creator content and the strategic use of testimonials, as younger consumers trust these sources more than traditional ads on social media. This trust should be leveraged by RMNs to build stronger relationships with consumers.
Finally, the report advocates for an evolution in the metrics used to measure the success of RMNs. Beyond return on advertising spend (ROAS), it is necessary to understand the complete consumer experience, using data that reflects their purchasing behavior and needs, in order to demonstrate the value of investments made in content strategies.