Your production team in China has room for one extra setup. One brief shows how a facial mist disperses; the other animates a refill pouch whose volume is already clear in the product photo. Give the camera time to the mist if its spray pattern matters to the buyer. The refill can start with a clear still and an accurate size label.
More formats make the production choice more important
On November 2, 2026, Criteo announced a partnership with Notino as the retailer transitions its retail media activity to Criteo. The announcement covers Notino’s footprint of 27 European markets and names sponsored products, onsite display and onsite video. Offsite activity and bringing in offline sales data were described as future plans. The release does not establish live inventory in a given market, prices for a specific placement or incremental sales for your brand.
Make motion earn its place on the shot list
ONCE’s motion premium check starts with a static control: a product pack, its approved claim and the destination. Write down the one piece of information a shopper would lose if the clip were replaced by that still. For a mist, it could be how the plume spreads at the instructed distance. Shoot the real nozzle at that distance with a steady light and a plain background. Show what happens without inferring coverage, hydration or other performance claims from the shot alone. Keep pack text and language layers separate when the underlying SKU is identical.
Ask the retailer what placements each format can actually buy. Compare the formats under equivalent conditions where possible: same offer, SKU, audience and comparable dates. If video comes with different placement or targeting, report the result as a comparison of two media packages. It cannot isolate the effect of motion. Check the actual slot preview before adding another shoot day; ONCE’s placement playback check shows what to look for.
Set a break-even target before commissioning versions
Add the extra production, localization and media costs of video over the static plan. Divide that premium by the contribution per additional net order, after returns, product cost and variable order costs. Keep media out of the denominator if it is already in the premium. For illustration, a €3,000 premium at €15 contribution per order needs 200 additional net orders to break even. That is an example, not a market rate. A controlled comparison can help estimate those orders; a retailer’s attributed sales total alone cannot tell you how many would have happened anyway. Start with one market and SKU, and approve another version only when there is a case for both the shot and its placement.
