Retail media is growing rapidly, with increased investment and rising expectations. But much of the conversation still centers on data, targeting, and measurement — often overlooking one critical element: creative.

In this session, Mars and EyeSee shift the focus to how context-aware creative can influence shopper behavior, shape brand perception, and drive measurable outcomes. You’ll hear how Mars moved beyond assumptions to rigorously test creative in offsite retail media using eye-tracking, behavioral tasks, and in-context surveys. You’ll also gain insight into what drives engagement, how tailoring creative to specific environments leads to measurable lifts in relevance and spend, and how to build a stronger business case that aligns internal stakeholders around what works.

For teams responsible for performance, brand growth, or creative strategy, this session provides practical frameworks, tested examples, and evidence you can use to guide budget conversations and sharpen your retail media approach.

What You’ll Learn:

• How to build more effective creatives that drive brand growth
• What makes certain executions resonate in specific retail environments
• How to design in-context studies that validate creative performance