Key stat: Nearly three-quarters (74%) of US sell-side retail media decision-makers rank creative services as one of the most important services/solutions that retail media networks (RMNs) offer, according to Dentsu’s 2025 Retail Media Industry report.

Beyond the chart:

• However, 34% of brands cay their biggest creative challenge with RMNs as the amount of time it takes to get from securing an ad placement to getting creative into the market, per the report.
• To help advertisers speed up the creative process, two-thirds (66%) of RMNs offer self-service tools that help support creative production or development.

Use this chart: RMNs should prioritize investments in creative capabilities and strategies to strengthen internal collaboration between teams. Brands and media planners can use this chart to evaluate RMNs.

Methodology: Data is from the February 2025 Dentsu "2025 Retail Media Industry Report." 100 US executive, senior, and mid-level retail media decision-makers were surveyed during August 2024.