As we saw during the early evolution of paid search and paid social, when digital advertising channels evolve, they begin as emerging channels and then mature into complete ecosystems. At this time, we often see new publishers enter, specialty agencies form, and technology vendors develop innovative products to help marketers maximize their investments.
As the retail media advertising space continues to expand, early companies are building upon their initial success to find different ways to go to market to serve the growing needs of practitioners.
A good example is Skai’s partner, CitrusAd, which recently released a new platform to help grocery marketers better engage online consumers with retail media ads.
Welcome, GroceryOne (by CitrusAd)
GroceryOne is a digital platform enabling retail media marketers nationwide coverage to reach shoppers buying groceries online at nearly 2.5K grocery stores from a single source.
In a press release, CitrusAd provided more details on the new platform:
Brands can engage with high-intent shoppers throughout the path to purchase to drive sales with sponsored search/product ads, banners, brand pages and more.
All GroceryOne media is linked directly to consumer purchases, reported by each retailer in real-time for transparent, closed-loop measurement. Analytics are provided on each brand’s campaign dashboard and can be viewed for any of the retail accounts on GroceryOne, for any SKU.
The initial numbers CitrusAd presented about GroceryOne are impressive. Its network of grocery retailers represents massive retail sales of $60B and is on pace to double in size by the end of 2023!
“CPG advertisers now have a platform designed around the grocery industry. An easy execution to reach millions of shoppers generating higher visibility in the shopper mindset with closed-loop analytics that measure ROI in real-time by retailer. Relevant, retail media is working. Short-term it is helping brands impact regional online and in store sales. Longer term it is helping grow lifetime customer value in a vast omnichannel manner,” said Lauren Malaguti, VP, GroceryOne Media Sales at CitrusAd in the press release.
One of the key features listed as part of the GroceryOne functionality is an out-of-stock function that pulls ads if the product is not available at the store where the customer is browsing. This is extremely helpful for both sides of the ads equation; for brands, it helps them avoid wasteful ad spending and helps retailers provide a positive customer experience level by not driving interested customers to items they can’t buy.
“We’re excited to continue our partnership with CitrusAd via its GroceryOne program,” says Claudia Virgilio, Skai’s VP, Global Strategic Partnerships. “Retail media is growing, and this kind of smart consolidation makes it extremely easy for CPG brands to invest in the channel where they are most likely to help influence consumers to purchase.”
Get on board with GroceryOne + dozens of retailers with Skai
As part of Skai’s™ intelligent marketing platform, our Retail Media solution empowers brands to plan, execute, and measure digital campaigns that meet consumers when and where they shop. Built with best-in-class automation and optimization capabilities, our unified platform allows you to manage campaigns on 30+ retailers, including Amazon, Walmart, Target, and Instacart, all in one place.
Client results include:
- 461% increase in Amazon Ads ROAS and 57% increase in page traffic for Bondi Sands
- 92% increase in share of voice on Amazon for a Fortune 500 CPG brand
- 72% increase in revenue for VTech
- 1,390% year-over-year sales growth for Kamado Joe
For more information, schedule a brief demo today to see our cutting-edge innovation for yourself.
