Personalized and differentiated content is table stakes, but marketing budgets are flat or falling. Channels keep multiplying, yet creative has to feel native everywhere, battle content fatigue, and not drag down conversion and engagement. That’s exactly why we presented our latest Lunch & Learn—ROI by Design: The Performance-First Creative Playbook. Ana Martinez (Creative Director, LATAM) and Michelle Bobb (Director, Paid Social) shared how to scale creative across retail media, paid social, and programmatic channels without sacrificing quality for performance results. Watch the full Lunch & Learn on demand and get the slides by filling out the form below.
Master the marketplace basics—before you scale media
For Amazon and other retail marketplaces, conversion starts with the Product Detail Page (PDP). Treat it like a landing page: answer “Why this product?” above the fold, then build trust below the fold. Tighten titles and descriptions around real search behavior; upgrade your image stack to tell a story (benefits, lifestyle context, comparison); and use A+ Content and Brand Stores to reinforce your value prop and navigation. Don’t forget the basics—inventory accuracy, variant hygiene, and compliance—before you pour on spend. Use the below as your guide:
- Now: Fix listing health and policy; ensure strong titles, bullets, and 3+ images.
- Short-term: Add badges/offers, seed Q&A, and run Sponsored Products for brand defense.
- Mid- to long-term: Build out A+ and Store, tag sources, and scale what’s working.
Paid social: “platform-specific” isn’t just a resize
Each platform has distinct creative opportunities—short-form video, carousels, collection ads, UGC, and more. Video is non-negotiable, but it doesn’t have to be expensive: test :06, :15, and :30 variants; turn high-performing stills into lightweight motion; and keep 3–5 ads live per audience to avoid fatigue (which typically sets in after 2–3 months). Design mobile-first with vertical ratios, bold type, safe zones, and captions; and make sure your landing experience is just as fast and focused as your ad. A phased plan to move quickly:
- Now: Ensure clean account structure and conversion mapping; ship 9:16, 1:1, 4:5.
- Short-term: Refresh copy first and add motion to unlock placements.
- Mid- to long-term: Build a “creative bench,” rotate regularly, and expand into DPAs/collections for commerce.
Programmatic that mirrors real customer journeys
Programmatic isn’t just banners—it’s a connected system spanning display, native, out-stream and in-stream video, CTV, audio, and DOOH. The webinar walked through six common paths (from direct conversion to recall and research) and matched formats to moments.
Best practices: strong hooks and CTAs (or brand cues early for CTV), frequency caps by format, quality control via PMPs and viewability floors, and native units for education. Start with measurement readiness and suitability settings, then convert static assets into HTML5 light-motion, layer in short video, add square/vertical cuts, and scale as results prove out.
Scale with systems
The efficiency unlock is production design: plan one unified, multi-stakeholder shoot; capture in multiple ratios; and build a modular asset bank you can remix across channels. Templatize layouts, repurpose components, and explore lightweight AI support for variant creation—so you can “shoot once, deploy everywhere.” It’s how brands keep quality high while feeding many placements.
Choose your starting lane
To get momentum fast, the session recommended picking one of three sprints:
- Marketplace audit: Diagnose listing health, apply the PDP conversion stack, and stand up a sponsored defense.
- Social sprint: Produce short-form video, launch DPA, and test 2–3 message angles per audience.
- Programmatic lift: Switch on short video and native, configure PMPs, and implement frequency caps with quality checks.
Want to get started? Watch our webinar and download our presentation.
