Should We Really Care What Consumers Think About Retail Media Ads?

In this episode, I unpack some eye-opening contradictions in consumer behavior when it comes to retail media. Sure, surveys say a lot—67% of shoppers claim to notice retail ads, and many express preferences for personalization. But are those sentiments actually guiding their spending? Spoiler: not quite.

We explore why what people say often doesn’t match what they do, and why marketers need to be cautious about relying on sentiment alone. From shoppers getting annoyed by video ads they later find useful, to those wanting eco-friendly products they don’t end up buying, the data tells a more nuanced story. This is a candid dive into why performance metrics—not opinions—should be your North Star in retail media strategy.

⏱️ Timeline Summary

• [0:00] 67% of shoppers say they notice retail media ads—what does that really mean?
• [0:25] The big question: do consumer opinions about ads even matter?
• [1:16] Shoppable video paradox—annoying, yet effective?
• [2:01] Misunderstanding retail media: it’s more than just sponsored listings.
• [3:00] Why offsite retail media is growing faster than onsite—and going unnoticed.
• [4:00] Personalization contradictions: wanted but also feared.
• [5:09] Marketers lean into performance, not perception, to guide budget decisions.
• [6:48] Closed-loop measurement: retail media’s secret weapon.
• [7:33] Why survey data can’t be your primary success metric.
• [8:03] The eco-friendly brand paradox—what we say vs. what we buy.

🔗 Links & Resources

• Capgemini Research Institute 2025:  consumer demand survey 
• Path to Purchase Institute and TransUnion Retail Media Network Ratings
• IAB Study Reveals Disconnect Between Brand Strategy and Consumer Journey Amid Soaring Commerce Video Engagement
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