The Expert Brief: May 2025
The Expert Brief: Your Monthly Download on What’s Working in Retail Media
Retail media continues to mature, and with that evolution comes new challenges and new opportunities. The May 2025 edition of The Expert Brief unpacks the shifting dynamics shaping commerce, content, and the creator economy.
From in-store measurement gaps to the maturation of creator marketing, this month’s brief offers a deep dive into the headlines driving retail forward, and how expert-led content is playing a critical role in performance and trust.
This month, we’re spotlighting:
Retail media’s push to unify digital and in-store performance
The shift from influencer-led buzz to expert-led credibility
Retailers embracing expert content to power new formats and loyalty programs
WHAT’S SHAPING RETAIL MEDIA IN MAY
Meta is rolling out pricing transparency for RMNs, reflecting growing demand for efficiency and measurable ROI.
Dollar General is bringing retail media in-house, joining a wave of retailers opting for control, speed, and first-party data ownership.
Coca-Cola renewed its global contract with WPP’s Open X model, showing confidence in consolidated creative + media partnerships.
Chuck E. Cheese is launching a retail media play built on in-venue dwell time, loyalty data, and branded experiences.
Shopify is transforming its Shop app into a scrollable, shoppable feed inspired by social platforms.
Sprite turned a viral TikTok trend into a limited-edition national product, proving social listening now drives product launches.
POP CULTURE PLAYS
Retailers and brands are leaning into fandom, trends, and cultural moments, but trust is still key to converting hype into purchases. Expert-led content helps ground pop-driven campaigns in credibility.
Walmart and Ulta’s Minecraft movie tie-in shows how pop culture can drive traffic, but it needs trusted content to close the sale.
Sprite’s viral +Tea launch proves how Gen Z-led trends can become real products, validating social innovation with expert content.
Women’s sports advertising is surging, proving more effective than primetime placements, making authenticity and relevance essential.
Chuck E. Cheese’s RMN strategy shows even non-traditional retailers are turning attention into ad inventory where credibility matters.
Expert-led content can contextualize themed products and moments, particularly for younger or gifting audiences.
Actionable Opportunities for Brands and Retailers
This month’s Brief surfaces several high-impact strategies:
Private label and DTC brands are winning with expert-led storytelling that builds awareness and credibility without heavy discounting.
In-store innovation is thriving, but it needs digital content support, from product demos to usage explainers, to drive real conversion.
Content that performs everywhere (PDP, CTV, social, in-store) is now table stakes.
retail media’s shift from reach to results
As platforms mature and ad costs rise, brands and retailers are focusing on ROI, content efficiency, and omnichannel integration
Performance is the New Premium: Media dollars are shifting to partners who can prove impact on sales and shopper behavior.
Retailer Data = ROI Engine: First-party data is powering smarter targeting, closed-loop measurement, and higher conversion.
Retailers like Walmart Connect and Albertsons Media Collective are setting the pace with full-funnel strategies that tie awareness to conversion.
Download The Expert Brief for may, 2025.
Get the full breakdown of what’s driving results in retail media, eCommerce content, and shopper marketing. Whether you're planning a campaign or building long-term strategy, this month’s insights will help you stay competitive, compliant, and connected.
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