Data, creativity and conversion: the triad that drives Retail Media campaigns

During the last few years, the growth of Retail Media has been supported by very clear arguments. Proprietary data, proximity to the moment of purchase and measurement capacity have transformed this model into one of the main bets in global advertising. The numbers reflect this movement, according to eMarketer, global investment in Retail Media should reach US$ 163 billion by 2027, while the Digital AdSpend 2025 report, by IAB Brasil in partnership with Kantar IBOPE Media, points out that the segment already generates R$ 3.5 billion in Brazil.

When following the discussions at Cannes Lions this year, however, it became clear that this narrative no longer alone explains the evolution of this market.  Retail Media has been present in virtually every debate about the future of media, but from a different perspective than that which has dominated conversations in recent years. Instead of efficiency, segmentation and performance, discussions began to revolve around creativity, experience and relevance. Not because these attributes replace data, but because data is no longer an isolated differentiator but the basis on which brands build more meaningful experiences.

The campaign Build Your Own Super Bowl Commercial, from Uber Eats, winner of the Media Grand Prix at Cannes Lions 2026, summarizes this change well.  More than a campaign supported by data or technology, the recognition came for the ability to transform a great cultural moment into a brand experience integrated into consumption. 

Anyone who closely follows the routine of physical retail understands why this change was a matter of time. The store has never been just a point of sale, it has also always been a space for decision-making, discovery and, increasingly, media. What Cannes made clear is that the advertising market is finally treating this space with the same creative demands that it already applies to any other channel, and this changes the type of professional and idea that Retail Media will require from now on. It's not enough to know how to operate media auctions or segment audiences, you need to know how to tell stories at the moment of purchase, which is a very different job. This convergence was also evident in another recurring theme throughout the week: the role of creators. For a long time, they were seen mainly as reach and influence tools, but in Cannes this discussion evolved, they started to appear as part of the construction of the brand experience, producing content that moves between social networks, Retail Media platforms, Digital Out of Home and physical shopping environments. Content, which previously only fulfilled the function of generating attention, is increasingly beginning to accompany the consumer throughout the journey, bringing together inspiration, context and purchasing decisions.

This movement helps explain why Retail Media is entering a new phase. Its ability to generate results remains directly linked to data and intelligence about consumer behavior, but what differentiates a strategy is also the way in which this information is used to build experiences capable of creating connection. As technology, artificial intelligence and platforms become increasingly accessible, the competitive difference is once again in ideas.

Perhaps this was the main lesson left by Cannes this year. For a long time, we have asked how to use creativity to enhance Retail Media campaigns. Today, the question I highlight is how Retail Media can become one of the most creative environments in advertising. The most relevant campaigns presented at the festival suggest that this transformation has already begun, and that the sector's next growth cycle will be led not only by the expansion of media networks, but by the ability of brands to transform data, creativity and conversion into experiences that make sense for people.

*Cyril Marchal is CEO of Unlimitail LatAm.