Ocado has launched Ocado Ads, a retail media service aimed at enhancing brand growth and personalising customer ads.
- The service offers campaign planning and management tools in collaboration with Zitcha.
- Ocado Ads provides advertising options across various platforms, including social media and TV.
- It includes insights and analytics through Ocado’s Beet platform.
- Jack Johnson emphasises the flexibility and innovation of Ocado Ads as a significant advancement.
Ocado has announced the introduction of Ocado Ads, a new retail media service designed to support brands in achieving measurable growth and offering customers personalised advertising experiences. This move represents a significant milestone in Ocado’s journey, as reported by The Grocer. The service is tailored to drive measurable growth and enhance the customer experience with relevant advertising.
The Ocado Ads initiative partners with the retail media platform Zitcha to provide comprehensive campaign planning and management tools. Advertisers can take advantage of a diverse range of advertising options, spanning onsite and offsite locations, social media platforms, and connected television. This strategic collaboration is expected to elevate the advertising offerings available to brands.
The service is further strengthened by insights and analytics delivered through Ocado’s Beet platform. Advertisers are enabled to utilise the Ocado NPD Lab, which is highlighted as offering the fastest new product development process in the UK. Additionally, opportunities for A/B testing are provided, allowing for detailed assessment of creative performance.
Ocado has consistently been recognised as the UK’s fastest-growing supermarket chain for six successive months, according to the latest Kantar data. The company is positioning itself as the ‘home of test and learn for grocery advertising’ within the UK. This ambition underlines Ocado’s commitment to fostering innovation and growth within the retail media domain.
Jack Johnson, the Head of Ocado Ads, shares that the venture is intended to elevate the standards for retail media. He encourages suppliers to collaborate with Ocado to harness this growth engine. Johnson describes Ocado Ads as having a flexible operating model, challenging the traditional ‘one-size-fits-all’ approach. He states, ‘Whether you’re an advertiser or an agency, you can have it your way: fully self-serve, completely managed, or anywhere in between.’
The introduction of Ocado Ads occurs in the context of a rapidly expanding retail media industry, with ad spend in the UK slated to surpass £4 billion this year, according to Insider Intelligence. This figure is projected to double by 2027, marking it as the highest in Western Europe. The landscape is competitive, as most major supermarkets have established dedicated media groups, accompanied by other major retailers.
Ocado’s strategic launch of Ocado Ads highlights its commitment to enhancing retail media offerings and fostering brand growth through innovative solutions.
