Marketing
Ocado Introduces New Retail Media Offering
Ocado has launched a new retail media service, signifying “a new chapter in its journey.
The initiative, named Ocado Ads, aims to assist brands in “driving measurable growth” while providing customers with “relevant advertising and a personalized experience.”
Comprehensive Tools for Brands
Ocado Ads will feature campaign planning and management tools in collaboration with the retail media platform Zitcha. Advertisers will have access to a variety of advertising options, including onsite, offsite, social media, and connected TV. Additionally, the service will offer insights and analytics through Ocado’s Beet platform.
Accelerating Innovation with NPD Lab
The online grocer stated that advertisers can utilize its NPD Lab, recognized for delivering “the fastest NPD in the UK,” and implement A/B testing to evaluate the effectiveness of different creative strategies.
Setting the Standard in Grocery Advertising
Currently, Ocado is the UK’s fastest-growing supermarket, a title it has held for six consecutive months according to recent Kantar data. The retailer aims to establish itself as “the home of test and learn for grocery advertising” in the UK.
Raising the Bar for Retail Media
Jack Johnson, Head of Ocado Ads, remarked: “Ocado Ads is raising the bar for retail media. We encourage all our suppliers to grow with us, and we’ve created Ocado Ads to serve as another growth engine for brands.” He emphasized that Ocado has consistently been an innovative and disruptive force in the industry and believes this new offering will enhance their retail media strategy.
Flexible Advertising Solutions
Ocado Ads provides a flexible operating model that challenges the traditional one-size-fits-all approach of existing retail media networks. Whether you’re an advertiser or an agency, you can “have it your way”—with options for fully self-serve, completely managed services, or any combination in between.
A Growing Market for Retail Media
According to forecasts from Insider Intelligence, ad spending in the UK retail media industry is projected to exceed £4 billion this year, with expectations to nearly double by 2027, making it the highest spend in Western Europe. Most supermarkets have now adopted retail media services, many transforming their offerings into specialized retail media agencies. The big four grocers, along with Co-op and Deliveroo, now have dedicated media groups to capitalize on this burgeoning trend.