In a world first, MarketMedia, The Warehouse Group’s retail media network, has partnered with Meta to launch Meta Managed Partner Ads (MPA).
The partnership allows MarketMedia clients and brands to run highly targeted Meta campaigns at scale, offering a level of off-network media attribution never experienced before.
The technology works by applying insights captured from on-site, off-site, and in-store data from The Warehouse Group’s online stores, apps, and millions of weekly visits to The Warehouse, Noel Leeming, TheMarket, Warehouse Stationery and Torpedo7.
Meta’s MPA delivers unprecedented capabilities for retailers and brand partners to track and measure off-site video and image ad performance down to the SKU level, while safeguarding user data, and helping brands navigate the impending death of the cookie.
The offering is also available through MarketMedia’s self-service platform Zitcha, achieving results of up to 32 times the return on advertising spend.
Asia-Pacific digital sales are expected to reach US $ 2.8 trillion by 2025[1] and off-site media forms a major component of that growth, in conjunction with on-site and in-store retail media channels.
MarketMedia already offers access to New Zealand’s largest retail audience and Blaine Hudson, MarketMedia’s Head of Product, Platforms and Data, is excited by what the partnership can offer.
“The transformative power of MPA will revolutionise the effectiveness of ad campaigns, and we’re excited to be the first retail media partner in the world who can offer it. We can now help our clients and brands execute world-class marketing across all points of the marketing funnel, both on and off network,” says Blaine.
“We can reach audience groups beyond our own channels, optimise our reach and help brands talk to the right audiences, in the right moment when they’re scrolling their social feeds – it’s cutting-edge retail innovation designed to maximise return on investment, and we’re really proud of the difference it will make for Kiwi businesses.”
Zitcha has further shifted the dial by helping brands do this all self-service, providing real-time analytics and insights.
Zitcha CEO, Troy Townsend, says, “Meta’s MPA is a game changer for retailers and brand partners to leverage Meta’s channels for their off-site retail media networks. We are seeing massive demand from brands to move marketing dollars from traditional channels into retailers with off-site capabilities that show, in real-time, the return on advertising spend.”
“Our strong relationship with Meta has enabled Zitcha to effectively leverage MPA for forward- thinking retail media networks such as MarketMedia that want to extend and capitalise on their off-site media channels quickly and at scale.”
[1] Forrester 2021, Online Retail Forecast
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