Ocado, the newest kid on the Retail Media block, why brands should be excited

Ocado is the newest kid on the retail media block, following in the footsteps of other UK grocery retailer to launch a retail media network such as Tesco, Morrisons, Asda & Sainsburys’.

With a smaller customer base than the likes of the big 4 grocers, it may not appear game-changing at first, until you remember Ocado is a purely online grocery retailer. This online only sales data will enable brands to truly test the impact of full funnel Retail Media in a closed loop environment.

Checkout Ocado’s press release on Internet Retailing, The Grocer & Retail Times. Or, read below to learn more.

What Is a Retail Media Network?

A retail media network allows brands to buy digital ad space across a retailer’s platforms, such as its on their website, in-store, and through targeting their customer data on social media & in display ads. These networks leverage valuable first-party customer data, enabling precise ad targeting based on consumers’ shopping behaviors. Most major UK supermarkets, including Tesco and Sainsbury’s, have embraced this model, offering dedicated advertising platforms.

Ocado’s Retail Media Network

Ocado’s launch of its Retail Media Network (RMN) marks a significant development in the UK retail market. As a purely online grocery retailer, Ocado offers brands a unique advantage in measuring and optimizing digital advertising. The introduction of Ocado Ads brings advanced closed-loop reporting and extensive first-party customer data, giving advertisers the tools to reach targeted audiences effectively.

What differentiates Ocado Ads from other retail media networks is its fully digital-first approach. Operating exclusively online allows Ocado to offer real-time, measurable insights that traditional retailers struggle to match.

Key features of Ocado Ads

• Full funnel campaigns – brands will be able to deliver full funnel marketing campaigns with Ocado retail media, via social media, display, onsite & instore. Importantly, brands will be able to report on performance of these campaigns – given the complete picture of sales Ocado provides.

• Measurement & Reporting – Online only sales puts Ocado’s RMN in a unique position versus the other big grocers.

• Ads Managed via Zitcha – Zitcha will provide brands with the flexibility to manage campaigns via self-serve or managed service across channels such as social media, CTV or onsite.

Where next?

With retail media spend expected to double by 2027, Ocado’s retail media network will provide brands with robust reporting and learnings for future retail media strategy.

Interested in discussing a retail media project? Reach out now.