Retail Media is Pay-to-Play—Here’s How to Actually Stand Out

Retail media is moving at lightning speed. New ad products and beta opportunities are constantly emerging, giving brands the chance to stand out—if they know where to look.

At Bluebird Group, we’re always asking: What betas can our brands get into? Do we have first rights to test new ad units? Because being first to market with the right strategy doesn’t just mean looking innovative—it means driving better efficiency and stronger results.

One ad format that’s still flying under the radar? Sponsored Video.

Why More Brands Should Be Using Sponsored Video

Sponsored Video has been around for a few years, yet many brands still aren’t tapping into its full potential. That’s a major missed opportunity. Here’s why:

Premium Placement: Sponsored Video allows brands to show up at the top of search results—often above competitors who are only using traditional Sponsored Brands or Sponsored Products.

Lower CPC Than Sponsored Brands: Many brands are paying premium CPCs for Sponsored Brand placements, while Sponsored Video remains a relatively undervalued format. Brands that lean in early can win big at a lower cost.

Telling Your Story Before the Click: Most search results only show a static image, leaving little room to communicate why your product is better. Sponsored Video lets you tell that story before a shopper even clicks into your PDP, increasing the chances of conversion.

Cost-Per-Click Model: Unlike other video ads that charge on a cost-per-view (CPV) or CPM basis, Sponsored Video is a CPC format—meaning you only pay when a shopper is engaged and ready to take action.

The result? Higher engagement, better efficiency, and stronger conversion rates.

How to Leverage Sponsored Video to Win in Retail Media

Find the Gaps in Competitor Spend: Not every brand is investing in Sponsored Video yet, creating a whitespace opportunity to own top-of-search placements in competitive categories.

Optimize Your Creative for Category Search: Sponsored Video isn’t about long-form storytelling—it’s about quickly capturing attention and convincing shoppers why they should choose your product.

Test and Iterate: Every ad format performs differently across retailers. Running tests and measuring results across Amazon, Walmart, and other retail media networks will help determine the best placements for your brand.

Retail Media Is Pay-to-Play—But Standing Out Is the Key

We all know that everything above the fold is paid now. That’s no longer a debate. The question is: How do you stand out?

Sponsored Video is one way to break through, capture attention, and drive more efficient results. If you’re not testing it yet, now’s the time.

At Bluebird Group, we help brands navigate these emerging opportunities—because retail media isn’t just about spending more. It’s about spending smarter.

Watch this short video to hear more about Sponsored Video.

Want to see if Sponsored Video is the right fit for your brand? Let’s talk.