{"id":24457,"date":"2025-06-02T08:50:24","date_gmt":"2025-06-02T08:50:24","guid":{"rendered":"https:\/\/sprint-insights.com\/?p=24457"},"modified":"2025-06-02T09:56:04","modified_gmt":"2025-06-02T09:56:04","slug":"the-creative-bonus-of-retail-media","status":"publish","type":"post","link":"https:\/\/sprint-insights.com\/en\/2025\/06\/02\/the-creative-bonus-of-retail-media\/","title":{"rendered":"The creative bonus of retail media"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"24457\" class=\"elementor elementor-24457 elementor-24456\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-70e6be92 elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"70e6be92\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-73f47b0e\" data-id=\"73f47b0e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cebb757 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"cebb757\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 15-04-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><strong>Retail media is playing an increasingly important role in the marketing mix. Thanks to rich first-party data and contextual relevance, it offers brands unique opportunities to reach and activate consumers. During Nima Marketing Day, Johan Goedhart (Senior Consultant, Blauw Brand &amp; Campaign at Blauw Research) and Max de Jong (Senior Manager Media Performance &amp; Consumer Insights at Albert Heijn) share their insights obtained testing 50 creative assets using the SPRINT platform on what makes creative content effective within the retail domain. MarketingTribune spoke with the speakers in advance about their approach and findings.<\/strong><\/p><p>According to De Jong, retail media has become indispensable. \u201cRetail media is gaining a more prominent place in the mix, as you can reach consumers at various points in the customer journey with both brand-oriented and conversion-driven messages,\u201d he says. \u201cKnown for its effective conversion campaigns, it can also be used as a branding tool, combined with highly relevant, real audiences. Its effectiveness, measurability, and scalability are key reasons retail media is becoming more important in the marketing mix, especially now that privacy regulations complicate traditional targeting.\u201d<\/p><h2>Insight into effectiveness<\/h2><p>Together with Blauw Brand &amp; Campaign, Albert Heijn Retail Media Services used Blauw&#8217;s Agile Research Platform SPRINT to investigate how creative assets truly work within retail media. Using AI, eye-tracking, and contextual measurements, around fifty creatives were analyzed. \u201cMarket research is essential to understand what works \u2013 and why,\u201d says Goedhart. \u201cBy testing campaigns for attention, brand impact, and behavior, we can make well-founded decisions about creative choices and placements. This prevents wasted media investment.\u201d<\/p><h2>Technology as an accelerator<\/h2><p>Technology plays a key role in this. \u201cAI analyzes large volumes of visual data and identifies characteristics of effective creatives. Eye-tracking shows where attention actually goes,\u201d says Goedhart. \u201cTogether, these techniques provide an objective view of how creatives function in a realistic store context.\u201d<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4e45685 elementor-widget elementor-widget-image\" data-id=\"4e45685\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 15-04-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/sprint-insights.com\/wp-content\/uploads\/2025\/06\/202407121054_TheArrowsMH_AHRMS_MH_55266-CR3_--scaled.jpg\" title=\"202407121054_TheArrowsMH_AHRMS_MH_55266-CR3_-\" alt=\"Retail Media Albert Heijn\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-aaadebe elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"aaadebe\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-92827e5\" data-id=\"92827e5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-72709c9 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"72709c9\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"color: #333333; font-size: 25px; font-weight: bold; letter-spacing: -0.02em;\">Balance between brand and promotion<\/span><\/p><p>Albert Heijn combines insights from data, AI analyses, and contextual consumer behavior with knowledge of the shopping moment. \u201cWe test creatives for impact and optimize them where necessary. We ensure a balance between brand image and promotional power,\u201d says De Jong. \u201cThis leads to campaigns that are not only seen but also spur action and contribute to brand building.\u201d<\/p><h2>Practical tools<\/h2><p>What do they hope visitors will take away? \u201cConcrete tools to make creatives more effective \u2013 based on data and proven principles,\u201d conclude De Jong and Goedhart. \u201cFrom choosing the right visual elements to optimizing brand recognition. The goal: campaigns that not only stand out but also contribute to both brand and sales growth.\u201d<\/p><h2><span data-contrast=\"auto\">Ready to take your retail media to the next level? <\/span><\/h2><p><strong><span style=\"text-decoration: underline;\"><a href=\"https:\/\/nimamarketingday.nl\/programma\/parallelronde-1\/de-ingredienten-van-effectieve-creaties-in-retail-media\/\">Join the presentation (in Dutch) at NIMA Marketing Day at June, 12 in Utrecht.<\/a><\/span><\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Together with Blauw Brand &#038; Campaign, Albert Heijn Retail Media Services used Blauw\u2019s Agile Research Platform SPRINT to investigate how creative assets truly work within retail media. <\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[84,51,48],"tags":[],"class_list":["post-24457","post","type-post","status-publish","format-standard","hentry","category-news-en","category-news","category-nieuws"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The creative bonus of retail media - SPRINT Agile Research Platform<\/title>\n<meta name=\"description\" content=\"Retail media is playing an increasingly important role in the marketing mix. 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