How to Brief an Interactive Retail Media Campaign

A strong interactive retail media brief reads differently from a traditional display brief. It does not simply ask for assets, dimensions and messages. It defines what the shopper should be able to do in the store, what the retailer needs to control, and what the brand wants to learn from the interaction.

Practical example

A better brief for a laptop campaign might ask for three shopper paths: find the right laptop, compare two models and continue to the retailer PDP. That is more useful than a brief that simply asks for a hero video and a product carousel.

Implementation note

For developer hand-off, confirm the page objective, content modules, approved links, tracking events and ownership of future updates before the page is built.

Step-by-step guide

Write the shopper task in one sentence

Examples include: help shoppers choose the right model, explain a new feature, compare the range, capture preference or continue the journey to the retailer PDP.

List the approved content sources

Collect product claims, imagery, videos, retailer-approved messaging, promotion rules and any legal requirements before build starts.

Specify the touchpoints

Decide whether the experience will run from QR codes, touchscreens, digital kiosks, product stories or a mix of formats.

Define the reporting view

The brief should say which decisions the report needs to support: creative optimisation, range interest, store performance, retailer value or campaign renewal.

Common mistake to avoid

Avoid briefing interactive media as a static artwork job. If the shopper can interact, the brief needs journeys, decision logic and measurement requirements.

What to measure

Include scan rate, touchscreen sessions, product views, comparison usage, quiz answers, poll responses and onward clicks.