Ocado has launched a new retail media service named Ocado Ads.
- This service aims to drive measurable growth by offering personalised advertising.
- Campaign planning and management tools are included, in cooperation with Zitcha.
- Ocado Ads includes insights and analytics capabilities via the Beet platform.
- The initiative positions Ocado as a leader in grocery advertising innovation.
Ocado has unveiled its latest venture, Ocado Ads, a retail media service designed to propel measurable growth and offer brands more targeted advertising solutions. This initiative is described as “a new chapter in its journey,” illustrating the company’s commitment to innovation within the industry. The service promises to deliver customer-relevant advertising and a personalized experience, according to reports.
The collaboration with retail media platform Zitcha brings campaign planning and management tools into the fold, providing advertisers with a range of options across onsite, offsite, social media, and connected TV platforms. This expands Ocado’s advertising reach and offers a more comprehensive solution for brands seeking to leverage multiple digital channels.
Further strengthening its offering, Ocado Ads is integrated with the company’s Beet platform, enabling advertisers to gain valuable insights and analytics to evaluate the impact of their campaigns. This integration is expected to enhance advertisers’ ability to tailor strategies and improve campaign performance through data-driven decisions.
Advertisers will also benefit from Ocado’s New Product Development (NPD) Lab, which is positioned as “the fastest NPD in the UK.” The lab offers A/B testing capabilities, allowing brands to test various creative approaches and determine which yield the best results.
Notably, Ocado has been identified as the fastest-growing supermarket in the UK for six consecutive months, showcasing its dominance and ambition to lead in the test and learn space for grocery advertising. Jack Johnson, Head of Ocado Ads, stated, “We encourage all our suppliers to grow with us…Ocado Ads has a flexible operating model that challenges the one-size-fits-all approach of traditional retail media networks.”
The launch of Ocado Ads coincides with a period of expected growth in ad spending for the retail media industry, with forecasts predicting spending will exceed £4bn in the UK this year and is projected to nearly double by 2027. In this competitive landscape, Ocado’s initiative seeks to differentiate itself by offering a customisable and integrated approach to retail media.
Troy Townsend, CEO of Zitcha, emphasized the partnership’s role in integrating Ocado’s business around its retail media network, building cross-functional capabilities, and providing comprehensive visibility for media planning and delivery.
Ocado’s pioneering approach with Ocado Ads reflects its ambition to lead in retail media by leveraging innovation and strategic partnerships.
