Brands should expand their measurement of retail media effectiveness beyond just return on ad spend (ROAS). A study by Criteo suggests using metrics like average order value and the number of new-to-brand shoppers for a more comprehensive view of ad performance.

Andrew Tindall critiques the current state of advertising, highlighting that despite record spending, ads are less effective and emotionally engaging than ever. He argues that the industry's focus on short-term digital metrics has led to a decline in creative quality, resulting in increased ad clutter and diminished returns for brands. Tindall calls for a return to emotionally driven creativity to improve marketing effectiveness and foster brand growth.