CitrusAd has unveiled GroceryOne, a digital platform that connects grocers across the U.S. and enables brands and agencies to manage national retail media campaigns from a single source. The GroceryOne hub enables brands to engage with loyal grocery shoppers across multiple retail accounts, leveraging first-party retailer data to reach high-intent shoppers.
Brands can engage with high-intent shoppers throughout the path to purchase to drive sales with media placements including sponsored search/product ads, banners and dedicated brand pages. CitrusAd says its open API has led marketplace enterprises such as Pacvue to directly integrate, enabling CPG companies and their agencies to buy through methods they already utilize.
CitrusAd’s relevancy engine leverages retailer’s first-party data to make ads more personalized to provide better return on ad spend (ROAS). GroceryOne helps brands manage and scale that technology, providing nationwide coverage to reach shoppers buying groceries online and at nearly 2,500 grocery stores. 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 GroceryOne platform offers its retailer partners expanded reach and instant access to advertising agencies and brands that utilize the platform for national coverage. “Attracting ad dollars through the platform results in incremental media revenue for the retailers while increasing store sales and growing product categories at the same time,” per the release.
GroceryOne has a high average order value (AOV) of $156 and brands can choose branded or generic words for keyword search terms. Some offerings include a low barrier to entry even for startup brands. CitrusAd’s relevancy algorithm aims to help brands reduce ad waste by serving to shopper audiences that have a higher likelihood to purchase that particular product at that particular time.
Perhaps most notably, CitrusAd has a built-in out-of-stock feature that prohibits an ad from appearing if a product is not available for purchase at the store where the customer is shopping.
“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,” said Lauren Malaguti, vice president, GroceryOne media sales at CitrusAd, in the release. “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.”
Some experts predict retail media ad revenues will top $50 billion in 2022, surpassing YouTube and Netflix. In addition, it was recently announced that offsite media will also be available via the CitrusAd unified platform, powered by Epsilon, which can be tied directly to retail sales with measured ROI.