ITV AdLabs unveils a raft of brands trialling its ‘Matchmaker’ Retail Media solution
With Tesco and Boots
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ITV AdLabs unveils a raft of brands trialling its ‘Matchmaker’ Retail Media solution with Tesco and Boots
More than 12 FMCG advertisers, including Unilever and PepsiCo, are now part of the trial of ITV’s new Retail Media solution, Matchmaker, launched in partnership with two of the UK’s largest retailers in November 2022.
Matchmaker enables FMCGs who supply Boots and Tesco to enhance their VOD targeting by activating category shopper audiences on ITVX using their loyalty card data, and measuring precise sales uplift among those who’ve seen an ad.
PepsiCo’s Walkers, Heineken, and Unilever’s Magnum are among the brands trialling the Matchmaker Tesco solution.
Meanwhile, Unilever’s Sure, John Frieda, and Estrid Razors, are among the brands trialling the Matchmaker Boots solution.
ITV’s Matchmaker solution is fully cookieless and consented, utilising InfoSum’s data collaboration platform to securely match ITV’s 37m registered first-party audience with Boots’ Advantage Card and Tesco’s Clubcard databases. According to IAB Europe, the Retail Media market is already worth €8bn, and is largely dominated by ad spend in the digital media market.
The solution, which comes with accurate conversion and sales lift measurement, is planned for full-scale rollout from July, from when it becomes available to all qualifying FMCG advertisers.
Katharine Crossland, Digital Commerce Director, Unilever, said:
Jayesh Rajdev, Controller of Advanced Advertising for ITV, said:
Ollie Shayer, Omni-Media Director at Boots said:
Nick Ashley, Managing Director – Tesco UK, dunnhumby, said:
ITV Adlabs is an enterprise and strategy to bring together all of ITV Commercial’s innovation, designed to bring ITV’s customers closer to the development pipeline as new innovations are tested and trialled.
ITV AdLabs covers three areas of innovation - Addressable Products, Digital Partnerships and Measurement & Insight, bringing together the various products and developments that ITV’s commercial team have been trialling and bringing to the market in recent months. Trials include the launch of Dynamic Creative across broadcast inventory, going into the Metaverse with Metavision and a Geo Experiments tool for the digital age.
Source ITV Press Centre
April 11, 2023 3:00am ET by ITV Press Centre