Retail media is undergoing a video revolution.
What once relied on static banners and basic sponsored product listings is now being transformed by dynamic, shoppable video content designed to educate, inspire, and convert.
As retail media networks (RMNs) expand, especially in the U.S., where ad spending is projected to surpass $100 billion by 2027 and outpace TV, video is no longer optional. To win attention and loyalty, brands must embrace video.
Getting started with video ads for retail media is easy. To make it even more easier, my team created the ultimate guide to getting started, and you can get it for free here.
Why Video is Now Core to Retail Media
Today’s consumers expect content that’s as engaging as what they see on TikTok or YouTube. Nearly 89% of shoppers in 2025 will prefer video from brands, and video drives 7.5x higher click-through rates than static ads. Whether learning about a product, building trust through testimonials, or shopping directly from a video, customers rely on video throughout their shopping journey.
For brands, video is a powerful tool to tell stories, reduce friction, and turn engagement into action, all within the powerful retail media ecosystem.
Building a Retail Media Video Content Mix
A strong strategy means mixing formats to meet consumers at different moments:
- Product Demonstrations highlight features and benefits, answering common questions and driving consideration.
- How-To Videos educate and are especially useful in categories like beauty, electronics, and home improvement.
Shoppable Videos collapse the funnel by allowing viewers to buy directly from the video. - User-Generated Content (UGC) boosts authenticity and trust, especially with Gen Z.
- Livestream Shopping adds urgency and community through real-time interaction.
Don’t Just Make Videos for Retail Media, Place Them Strategically
Where you place your video matters just as much as what it says. Retailers own valuable real estate—onsite, offsite, and in-store—and video belongs across all of it:
- Search Results: Capture attention when shopping intent is high.
- Homepage & Category Pages: Perfect for launches or seasonal campaigns.
- Product Detail Pages (PDPs): Support upsells and guide decision-making.
- Post-Checkout: Ideal for loyalty messages or future purchase nudges.
Offsite, retailers like Amazon and Walmart extend first-party data into social, streaming, and programmatic channels. Brands can retarget shoppers on platforms like Roku or TikTok to stay top-of-mind across the customer’s digital journey.
Even in-store, video is evolving: smart shelves, kiosks, and signage help brands reach shoppers moments before purchase with contextually relevant content.
How to Generate Retail Media Video Ads That Perform
Creating high-performing videos doesn’t have to be expensive or slow. Smart strategy combined with scalable tools like myAthena makes it easy. Here’s how:
- Start with Strategy: Map the customer journey and pinpoint where video boosts engagement.
- Use Existing Assets: Repurpose product images, influencer clips, or campaign footage.
- Scale with AI: myAthena’s editor auto-cuts, subtitles, and formats videos for every placement—PDPs, search, social, and more.
- Collaborate in One Studio: Bring creators, brands, and retailers together to streamline production.
- Make It Shoppable: Add clickable CTAs and tags to drive direct conversion.
- Optimize Automatically: myAthena ensures your video fits each channel’s specs—email, app, homepage, or in-store.
- Track What Works: Built-in analytics reveal what drives engagement and sales, powering continuous improvement.
myAthena combines human creativity with machine efficiency, so brands can generate authentic, on-brand, high-converting videos, fast. No guesswork. Just results.
In the era of AI, creating those video ads has never been easier. With myAthena, AI helps you at every step of the video creation process – from writing the brief for the ad, directing the ad production in real time via our digital studio, and automatically editing the ad, adding subtitles and highlights and adjusting it for the various retail media placements.
Adi Ronen
CEO and Co-Founder of buywith and myAthena
BIO:
Adi Ronen is the CEO of myAthena by buywith, an AI-powered digital studio built for retail media. myAthena helps brands and retailers create shoppable video ads at scale – aligned with brand and retailer guidelines, unlocking new revenue streams through retail media.
A recognised innovator in digital marketing and ecommerce, Adi has been leading retail media initiatives in the past decade and has been featured in the media including Forbes, Glossy, WWD and more.
