Ocado launches online ad scheme and data platform

Ocado is aiming to woo more brand owners with a twin initiative that sees the retail giant roll out a new scheme to provide direct access to its website to plan, buy and optimise ad campaigns as well as launch an online shopping data platform, Crunch Grocery Insights.

The advertising scheme has been developed in partnership CitrusAd’s, whose tech has already been adopted by some of the world’s most successful international retailers, including Tesco, Argos and Sainsbury’s.

It allows retailers to monetise their digital shelf space, while helping suppliers increase sales by launching targeted and sponsored product and banner ad campaigns at the point of purchase.

Using the self-serve platform, suppliers manage campaigns directly to get products and banner ads in the best highest selling positions, but with the flexibility to change and personalise them as required.

Initially, the platform will allow brands to launch self-managed sponsored product directly into the Ocado website and measure campaign results more efficiently. At the same time, it is claimed the platform will allow a better customer experience by helping to deliver personalised ads to shoppers.

As part of the expanded rollout, all suppliers, from the smallest to the largest, will be invited to join the media platform over the next 12 to 18 months.

The platform will initially serve only a part of the onsite media inventory, with the vision to gradually transition all key onsite media inventory by 2022-23. It is claimed that smaller brands, which were part of the first phase of the
implementation, are already seeing an average of return on ad spend of up to 400:1.

Ultimately, advertisers wil get full transparency of the performance of their media at a granular level, allowing them to measure the success of campaigns and activate them directly.

Ocado chief commercial officer Christina Hawley said: “Our partnership with CitrusAd is a key moment in how we work with and support our suppliers. The platform will allow us to better serve our suppliers, helping them to manage and optimise their media campaigns, leveraging campaign data, such as return on investment.

“CitrusAd’s technology, alongside our Crunch insights platform, will ultimately make it easier for our suppliers to put their products in front of more customers and build their business with Ocado.”

The partnership is part of Ocado Retail’s broader initiative to help suppliers build their businesses, which comes hand in hand with the launch of a new online supermarket shopping data platform, Ocado’s Crunch Grocery Insights.

The platform offers suppliers the ability to see their performance in context with the full range of their competitors, enabled by Ocado’s product range. Crunch offers product and category data, also giving suppliers a view on competition and cross-category performance.

CitrusAd head of UK Kim Ludlow added: “We will deliver a powerful technology platform that will help Ocado Retail monetise and personalise its website and deliver more value to its partners.

“It means any supplier, regardless of size or ad spend, has an opportunity to get in front of shoppers and engage with digital audiences. This provides a huge boost for brands wanting to raise their profile and grow their business.”