The Dentsu's 2025 Retail Media Industry report reveals that a substantial 74% of US retail media decision-makers value creative services as critical. However, brands express frustration over lengthy timelines in the creative process, with 34% citing delays from securing ad placements to market launch. In response, two-thirds of retail media networks (66%) provide self-service tools to accelerate creative production. The report advises RMNs to invest in creative strategies and improve internal collaboration to enhance service delivery for advertisers, helping them to navigate these challenges more effectively.
Nearly three-quarters (74%) of US sell-side retail media decision-makers rank creative services as one of the most important services offered by retail media networks.
34% of brands cite their biggest creative challenge with RMNs is the time taken from ad placement to getting creative into the market.
To help advertisers speed up the creative process, two-thirds (66%) of RMNs offer self-service tools to assist in creative production or development.
RMNs should focus on enhancing creative capabilities and internal team collaboration to better serve clients and streamline advertising processes.
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