Ocado has launched a new retail media service, Ocado Ads, aimed at driving measurable growth for brands.
- The new service offers campaign planning and management tools in collaboration with Zitcha.
- Advertising options extend across onsite, offsite, social media, and connected TV.
- Ocado Ads promises fast new product development (NPD) through the Ocado NPD Lab.
- This initiative aligns with the growing retail media sector in the UK.
Ocado has launched an ambitious retail media service, Ocado Ads, designed to further its focus on driving measurable growth for brands. Described as marking “a new chapter” in its journey by industry publication The Grocer, Ocado Ads is expected to enhance advertisers’ reach and customer engagement by delivering relevant, personalised advertising.
Working in conjunction with Zitcha, a retail media platform, Ocado offers advertisers a suite of campaign planning and management tools. This partnership allows advertisers to utilise advanced technology across multiple platforms, including onsite, offsite, social media, and connected TV, broadening the scope and impact of their marketing strategies.
A highlight of the service is the integration of Ocado’s Beet platform, which provides insights and analytics crucial for evaluating campaign efficiency. Advertisers also have the opportunity to access the Ocado NPD Lab, promoting the fastest new product development capabilities in the UK, including A/B testing to gauge creative performance.
Ocado has established itself as the UK’s fastest-growing supermarket for six months in a row as per Kantar data. This reputation supports its aim to become the home of test and learn for grocery advertising within the country. Jack Johnson, Head of Ocado Ads, stated that the service is “raising the bar for retail media” by providing a flexible operating model. He added: “Whether you’re an advertiser or an agency, you can have it your way: fully self-serve, completely managed, or anywhere in between.”
Amidst expectations that UK retail media ad spend will surpass £4 billion this year and could nearly double by 2027, Ocado’s announcement is timely. Most supermarkets have now adopted retail media services, with many forming specialized media groups, illustrating the growth and competitive nature of this sector. The strategic move by Ocado could potentially reshape its positioning in the retail landscape.
According to Troy Townsend, CEO of Zitcha, the collaboration is designed to integrate Ocado’s business model more closely around its retail media network. He emphasized the importance of building cross-functional capability and ensuring full visibility in planning and delivery.
Ocado Ads marks a strategic evolution in the UK retail media landscape, underscoring Ocado’s commitment to innovative growth.
