Ocado has introduced a new retail media service, which it said marked “a new chapter in its journey”.
Ocado Ads will help brands “drive measurable growth” and deliver customer “relevant advertising and a personalised experience”.
It will include campaign planning and management tools in partnership with retail media platform Zitcha, alongside advertising options across onsite, offsite, social media, and connected TV. It will also deliver insights and analytics via Ocado’s Beet platform
The online grocer said advertisers could also utilise its NPD Lab for “the fastest NPD in the UK” and employ A/B testing to assess the performance of various creatives.
The retailer, currently the UK’s fastest-growing supermarket for six consecutive months according to fresh Kantar data, is setting its sights on becoming “the home of test and learn for grocery advertising” in the UK.
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Head of Ocado Ads Jack Johnson said: “Ocado Ads is raising the bar for retail media. We encourage all our suppliers to grow with us and so we’ve created Ocado Ads with a view to providing another growth engine for brands. Ocado has been an innovative and disruptive force in the industry since its creation and we believe this will boost our approach to retail media.”
Ad spend for the UK retail media industry is expected to exceed £4bn this year, according to Insider Intelligence forecasts, and set to almost double that by 2027 – the highest spend in western Europe.
Most supermarkets now offer retail media services, with many having revamped their offerings into specialised retail media agencies.
The big four grocers now all have dedicated media groups, alongside Co-op, Deliveroo and more.
