Retail Media’s Narrative Problem (And How to Fix It for Optimal Impact)

Today I dive into a powerful idea that completely reframed how I think about retail media in relation to communicating narrative. After listening to a conversation featuring Joe Zappa on the AdTechGod Pod, I couldn’t ignore how directly his framework applies to our world. We’re not struggling with innovation: we’re struggling with storytelling.I unpack why so many retail media announcements fall flat, even when the products themselves are solid, and what’s missing from the way we communicate value. I explore how shifting from feature-first messaging to problem-first narratives can transform how brands, agencies, and the industry as a whole responds. Plus, I break down practical ways leaders can stand out: not by being louder, but by being clearer and more intentional with their voice.This episode is sponsored by Mirakl AdsTimeline[00:00] - Why I’m looking outside retail media to rethink how we tell our story[01:00] - The core problem: leading with features instead of fixing what’s broken[02:30] - Why most retail media announcements fail to answer “why should anyone care?”[03:30] - The real opportunity for executives: sharing learnings instead of self-promotion[05:15] - A simple 4-part framework for creating impactful LinkedIn content[07:30] - Why being present and opinionated beats being technically “different”[08:45] - The shift retail media needs: from “we launched” to “here’s the problem we solve”Links & ResourcesListen to the full AdTechGod Pod episode with Joe Zappa: Ep. 130 The Power Flip: Joe Zappa on Why Leaders Must Become the MediaSubscribe to the AdTechGod PodFollow Joe Zappa on LinkedInRead my related articles:Why RMNs Keep Their Tech Stacks SecretGet On The Damn StageApply For The Damn AwardTODAY (Thursday May 7) I'm hosting a LinkedIn Live event: How Kroger Precision Marketing Is Plugging Into National Brand Budgets ! Join me, Christine Foster (head of Kroger Precision Marketing) and Jon Flugstad (Metarouter) to hash out the details of Kroger's partnership with DV360 and how this development is a sign of maturity in the retail media ecosystem. Bring your questions, we'll be doing this LIVE [signup link]I'm keynoting at Xnurta's Signal to Scale summit on May 19 in Chicago. This is the room to be in if you work in retail media, care about what AI actually changes, and want to leave with something you can put to work. A full day focused on agentic AI, modern measurement, and the strategies the best teams are already building toward. Reserve your spot here.I am sharing comedy skits on Instagram about retail media! Follow along: @retailmediabreakfastclubSubscribe to Retail Media Breakfast Club's daily newsletterFollow Kiri Masters on LinkedIn