Retail media moves into branded content with Albertsons, Instacart, Walmart and Amazon
ADWEEK reported that retail media networks are moving beyond display ads into creative formats and branded content. Albertsons launched its first branded content series in June with Procter & Gamble, a 22-episode show called Rico's Tacos built with retailer data. Instacart has launched Instacart Ads Studio to help CPG companies co-create ads for products sold on its platform. Walmart and Amazon are also pitching larger creative ad units as retailers seek brand budgets, not only lower-funnel media dollars.
THE BREAKDOWN
Retail media is becoming a content buyer, which gives creator teams a new path into shopper marketing budgets. Agents should ask whether a retailer network is buying creator content for media performance, retailer owned channels, or broader brand storytelling because usage rights and rates should change by channel. If retailer data is used to shape creative, push for clear language on who owns the resulting audience insights. Brand managers should not treat these programs like standard influencer buys. A 22-episode retail-backed series needs production fees, talent fees, paid media usage, and exclusivity priced separately.
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