dunnhumby, the global leader in Customer Data Science, and CitrusAd, the world’s leading retail media platform, have announced the launch of the world’s first Customer-centric sponsored products platform for retailers and brands.
Leveraging historical data from a Customer’s off- and online purchasing behaviour, dunnhumby’s Sponsored Products enables retailers to showcase highly relevant products to shoppers using non-interruptive native ads. Consumer Packaged Goods (CPG) brands and their agencies can then create auction-based campaigns that use programmatic bidding to secure ad slots based on pre-determined parameters such as budget, keywords, and categories.
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“The beauty of dunnhumby’s Sponsored Products is that it allows retailers and brands to promote products to Customers in a way that is ultimately additive to the quality of their shopping experience,” says dunnhumby media Managing Director Jérôme Cochet. “By utilising Customer behaviour data from online and instore transactions we’re able to score them against multiple objectives for every product a retailer sells, such as retention and acquisition. This ensures a cohesive link between the ads they see and the products they’re likely to buy.”
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“This partnership delivers a world-leading Sponsored Products offering, further enhancing our CitrusAd Retail Media platform with dunnhumby’s world class Customer Data Science capabilities,” continues CitrusAd CEO Brad Moran. “Along with real time reporting and a plethora of highly valuable ad opportunities for retailers, the partnership presents advertisers with an incredibly powerful proposition taking them from data-driven targeting to the timely, context-sensitive delivery of non-interruptive, native ads. It’s a combination that we believe has huge potential for businesses that want to drive the maximum revenue from their retail media programs without compromising their personalisation efforts and Customer first approach.”
Two applications are currently available as part of dunnhumby’s Sponsored Products. The first, Sponsored Search, uses keyword matching to promote relevant goods at the top of a Customer’s product feed when they look for an associated item. The second, Sponsored Recommenders, enables paid placements to be surfaced within a specific area of a retailer’s website like categories, aisles, and the checkout. Related item (cross category) and similar item (same category) product page listings help to encourage cross-sell and upsell respectively. All ads appear natively within the retailer’s page design, ensuring that the Customer journey goes uninterrupted.
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Campaigns delivered through dunnhumby’s Sponsored Products are managed through an online portal, giving users the choice of both self-service and assisted bookings. Advertisers can select from a range of pre-determined and customisable criteria to refine their strategy, and in-flight reporting allows them to gauge and tweak the effectiveness of campaigns in real-time. Linked as it is with both on- and offline purchasing data, our Sponsored Products also allows advertisers to directly measure the impact on sales.
“The sustained increase in traffic to ecommerce sites in 2020 means that retailers have a larger addressable audience than ever,” concludes Cochet. “As well as delivering sales uplift through effective personalisation, our Sponsored Products offering also gives Retailers the chance to discover new value in their digital assets by generating advertising revenue direct from brands and agencies. We’re looking forward to demonstrating the full potential of this partnership over the coming months.”
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