Retail Media in 2025: Key Takeaways from the P2PI Retail Media Summit

Static retail media ads and traditional placements often yield under-performing KPIs. Consumers have become increasingly accustomed to dynamic, interactive, personalized, and seamless experiences. Video is playing a pivotal role in meeting those expectations.

We’re seeing a surge in dynamic video content that’s integrated directly into retailer-owned assets, like homepages, category pages, PDPs, and embedded in mobile apps. These videos, whether they highlight brand campaigns or specific promotions, can guide shoppers along a frictionless omnichannel journey from discovery to purchase. 

Here are some top applications of video-driven personalization that stood out:

1. Dynamic Video Embedded On-Site or In-App

Using brand creative or retailer-specific offers embedded directly into placements on a retailer’s owned assets (such as myAthena) can provide a seamless and immersive customer journey, creating content that feels tailor-made.

2. Smart Use of Sponsored Content

Placement within sponsored category pages or product detail pages (PDPs) can be highly effective. When personalization is cohort-based or 1:1, it often requires sign-in, typically through a loyalty program.

3. Bundled Offers with Shoppable Video

Another standout trend is the bundling of products through video—especially in grocery, fashion, and beauty. Pairing products through interactive video (like livestreams) is proving powerful. Think about:

• Add-to-cart recipes
• Ready-made meal kits
• Complementary fashion or beauty items

4. Performance Benchmarks to Watch

While results vary, KPIs associated with shoppable video often include:

• 6–7x increase in engagement
• 1.5–2x increase in average order value (AOV)
• 3–4x increase in conversion rates

These outcomes depend on execution and placement—from top-funnel awareness on homepages to last-mile conversion tools embedded in PDPs.
Depending on where and how the video content is deployed. Whether used at the top of the funnel for awareness or embedded at the point of purchase, the potential is clear.

Of course, delivering this level of personalization and performance requires the right technology. As more brands and retailers invest in retail media, especially video formats, the process of evaluating partners has become more strategic—and more critical.

A strong tech partner should bring both feature depth and market alignment. Look for platforms that offer flexible, dynamic video creative, solid in-app capabilities, and integrations with the wider programmatic ecosystem (DSPs, SSPs, and agency networks). This ensures your campaigns can scale and perform across multiple retail environments.

But capabilities aren’t everything. The best partners also demonstrate true product-market fit, focusing on the real needs of brands and retailers rather than chasing the latest buzzwords—like AI—without substance. Prioritize platforms that go deep in functionality, not just broad in hype.

Interoperability is another must-have. A good solution should integrate smoothly with your broader tech stack, from search and attribution tools to content management systems. And as retail media ecosystems become more complex, being able to distribute content—regardless of creator or format—without friction is essential.

Lastly, transparency and financial stability matter. If pricing is hard to decipher or ROI modeling feels overly complicated, it might be masking inflated costs. Look for partners who are upfront about pricing and can demonstrate solid financial health. Asking about recent funding rounds and runway isn’t just due diligence—it’s business-critical in today’s market.