Consumer Attention Shifts to Video-First Platforms
From Feeds to Living Rooms: The Rise of Engaging Video
Consumer time is migrating away from static feeds toward short-form social video and Connected TV viewing. Short, serialized formats create habit and appointment viewing similar to traditional TV series, but with higher interactivity and social discovery. That shift changes where attention lives and how brand narratives are consumed.
Advertising Follows Attention: Implications for Retail Media
Creators and CTV: Driving New Opportunities
Advertisers are reallocating budget to match attention. Social creators generate authentic reach and high engagement rates, often outperforming brand-owned content for discovery and conversion. At the same time, CTV offers scaled, lean-back attention and premium inventory that complements social video. Together, these channels attract both upper funnel branding spend and direct response budgets previously confined to search and display.
Actionable Insights for Retail Media Networks
Retail media networks that want to capture shifting ad dollars must extend beyond static placements. Practical steps include:
- Integrate shoppable video units for short-form social and CTV placements so viewers can move from inspiration to purchase without leaving the experience.
- Build serialized content programs that tie recurring episodes to seasonal promotions and product launches, increasing repeat exposure and affinity.
- Formalize creator partnerships with performance KPIs that combine reach, engagement, and conversion against first party shopper signals.
- Expand CTV inventory through platform partnerships and programmatic buys, and align CPM strategies with expected attention and conversion lifts.
- Align measurement across social video, CTV, and on-site conversions using unified attribution models and attention-based metrics.
For brands and RMNs, the mandate is straightforward. Match creative format and placement to where shoppers spend attention. When video and creators are woven into retail media programs, networks can unlock new revenue streams and brands can reach shoppers with more compelling, purchase-ready storytelling.
