Five years ago, brands scrambled. Nobody had a playbook for what hit in 2020. The world didn’t just pause — it rewired itself. And now, here we are again. 2025, full of uncertainty, trade wars, volatile costs, and decision fatigue. It’s loud, messy, and borderline overwhelming.
But some brands — the smart, scrappy, and observant ones — aren’t just weathering the storm. They’re dancing in the rain.
And it’s not luck. It’s a marketing strategy. The difference-maker? A very human mix of agility, balance, and adaptability. And in this new world of retail media, sometimes called commerce media, those traits aren’t just nice to have. They’re everything.
Retail media: Once a side project, now the centerpiece
Let’s back up. A few years ago, commerce media felt like a bonus add-on. It was something you experimented with after you planned your TV spend and picked your influencers. But as the cost of reaching audiences ballooned and third-party cookies began crumbling, retail media quietly started pulling brands closer.
Now? It’s front and center. U.S. advertiser spend on commerce media is expected to grow by 20% this year, hitting $62.35 billion, according to eMarketer. By 2027, that number could cross $85 billion. That’s not a trend. That’s a new reality.
Brands saw it coming. During the pandemic, as physical stores shuttered and online shopping became a lifeline, the smartest teams pivoted quickly. They didn’t panic; they asked better questions. Where are our customers going now? How do they want to discover products? What kind of experience will connect?
Moving fast without rushing: the balance brands are learning
There’s a difference between moving fast and rushing blindly. Great brands figured this out the hard way.
They tested early, failed quietly, and learned loudly. Some over-invested in performance media, chasing quick wins while forgetting the long game. They felt that hit later — drops in loyalty, shallow customer relationships, no real brand story. The lesson? You need to balance short-term gains with long-term love. Retail media can deliver both, but only if you use it with intention.
Let’s take a real scenario. A mid-sized home goods brand started shifting their spend during COVID. They built strong direct relationships with platforms like Amazon and Instacart, but they also carved out space for their brand voice, which includes better visuals, educational content, and community-based campaigns. They didn’t just sell. They resonated. And now, in 2025, they’re still scaling while others scramble.
That’s the power of balance. Quick conversions are great. But you can’t skip the trust part.
The new creative edge: Embracing messy, real-time culture
Here’s something funny. The most successful brand campaigns lately haven’t been the most polished — they’ve been the most alive. Think of TikTok. Think of lo-fi videos with real people talking like humans. Think of brand voices that react in hours, not weeks.
That shift has spilled into commerce media, too. It’s no longer just about perfect banner ads on Amazon. It’s about relevance, speed, and context. Marketers now have to think like creators and act like scientists. It’s a wild mix, but it works.
In fact, commerce media is starting to look a lot more like culture. What people see on the For You page is shaping what they search for at checkout. A viral product moment can instantly spike demand on Walmart.com or Target’s app. The ecosystem is more connected than ever, and brands that adapt to that rhythm are winning.
Agility isn’t reactive — it’s proactive strategy
Being agile doesn’t mean jumping at every headline. It means having a system that flexes. Brands doing this well have layered plans. They have options. They aren’t afraid to shift spend mid-month if something’s not working.
One standout example comes from a sustainable food company that used commerce media to test new packaging campaigns. They ran A/B tests with different messages directly within their retail partner’s ad placements. Within days, they had clarity on what worked. They optimized, shifted creative, and scaled the winner. No six-month planning cycle. Just sharp, responsive thinking.
That’s what adaptability looks like. It’s not always loud. It’s just efficient.
The takeaway: chaos is the constant — growth is the choice
At the heart of this all is a simple truth. The landscape won’t stop changing. What worked last quarter might flop tomorrow. But that doesn’t mean brands are doomed to flail.
It just means the winners look different now.
They aren’t the biggest. They’re the most aware. They listen fast, test small, move smart. They treat retail media not as a silver bullet, but as a canvas — a place to connect, learn, and grow.
For entrepreneurs, small teams, and marketing leaders alike, this is your green light. You don’t need all the answers. You need curiosity, humility, and a bias for thoughtful action. Use what’s happening in commerce media as your signal — not just of what to do, but how to be.
Because in 2025, survival isn’t about staying still. It’s about adapting with grace.
And growth? That’s still very much on the table.
FAQ’s
1. How are brands adapting their marketing strategies in uncertain times?
They’re shifting focus to commerce media, leveraging real-time data and flexible platforms to stay connected with consumers amidst changing market dynamics.
2. What role does agility play in modern marketing?
Agility allows brands to quickly pivot their campaigns, ensuring they remain relevant and responsive to consumer needs, especially within the fast-paced commerce media landscape.
3. Why is balancing performance and brand-building crucial now?
Because overemphasizing short-term gains can erode long-term brand loyalty, a balanced approach in commerce media ensures sustained growth and consumer trust.