In today’s crowded digital marketplace, brands are fighting for attention at every scroll, swipe, and click. For mid- and long-tail brands exploring retail media, the challenge is clear: how do you stand out when thousands of competitors are vying for the same shopper’s attention, often on the same page?
The answer lies in a format that’s already proven its power across the open web: video. But not just any video—retail media onsite video, strategically placed at the point of purchase, where it can do what it does best: captivate, educate, and convert.
Why Static Ads Alone Aren’t Enough
Retailer websites are high-intent environments. Shoppers arrive ready to browse, compare, and buy. But when it comes to winning a new customer, just showing up as an option isn’t enough—you need to build an affinity for your brand. And that’s hard to do without an opportunity to connect more deeply. Static formats, while effective for awareness, often fall short when it comes to delivering the kind of immersive storytelling that creates an emotional connection.
That’s where onsite video comes in.
Onsite Video: Where Branding and Buying Meet
Onsite video bridges awareness and conversions, enabling brands to attract and inspire shoppers while also making it possible to click and buy right from where they are. By combining sight, sound, and motion, it captures attention and forges a connection in a way that static formats simply can’t. Whether it’s a 15-second product demo or a 30-second brand story, video gives shoppers the context they need, right when they need it most.
Here’s what makes onsite video so powerful:
- Dynamic storytelling: Show your product in action, highlight key benefits, and build emotional resonance.
- Strategic placement: Appear on homepages, category pages, search results, product detail pages, and even checkout—each tailored to different stages of the shopper journey.
- Shoppable formats: Include SKU carousels, pricing, and click-to-buy functionality to drive immediate action.
- Unified messaging: Tie together offsite awareness campaigns with onsite conversion tactics for a seamless brand experience.
A Full-Funnel Strategy That Works
Onsite video fits seamlessly into a full-funnel retail media strategy. By aligning creative messaging to the placement onsite, and pairing with other retail media formats, you can address the entire shopper journey:
- Awareness: Use onsite video on homepage and category pages to boost awareness and product recognition. These are great placements for introducing new products or seasonal campaigns.
- Consideration: Highlight differentiators and benefits on search and product detail pages. Further maximize engagement as users browse the site with onsite display.
- Conversion: Reinforce messaging at checkout with bundle offers or limited-time deals. Drive purchases with sponsored products ads optimized for conversions.
A full-funnel strategy like this pays off. Our data shows that when onsite video is combined with onsite display and sponsored products it delivers:
- 5.6x higher conversion rates compared to sponsored products alone
- 5.6x more new-to-brand buyers compared to sponsored products alone
And with Criteo’s Commerce Max platform, brands can manage video alongside display and sponsored products in one place, simplifying operations and maximizing efficiency.
Case in Point: Electronics Retailer Sees Major Gains
A leading consumer electronics retailer in France implemented onsite video alongside display ads across search and category pages. The results showed the power of a more holistic strategy:
- +175% in conversion rates
- +134% in revenue per user
- +13% in CTR
By combining both video and display, the retailer boosted engagement and drove measurable sales lift.
Best Practices for Onsite Video Success
To get the most from your onsite video campaigns, keep these tips in mind:
- Keep it short and impactful: 15–30 seconds is the sweet spot.
- Lead with the product: Show it in action within the first few seconds.
- Use on-screen text: Ensure your message lands even with sound off.
- Optimize for mobile: Use clear fonts and high-contrast overlays.
- Choose the right format: Horizontal (16:9), square (1:1), or vertical (9:16) depending on placement.
And don’t forget to measure what matters. Criteo’s closed-loop reporting provides visibility into impressions, views, CTR, ROAS, and more so you can optimize in real time.
The Takeaway: Visibility Is Just the Beginning
In retail media, visibility is table stakes. Impact is what drives results. Onsite video gives brands the tools to break through the noise, tell compelling stories, and convert shoppers at the moment of decision. For mid- and long-tail brands looking to grow, it’s a shortcut into more carts.
