Ulta Beauty recently launched UB Media, its retail media network that offers brands addressable advertising by leveraging data from its popular Ultamate Rewards loyalty program.
UB Media taps first-party data from its more than 37 million Ultamate Rewards members, which Ulta claims represents the largest group of beauty enthusiasts in the industry.
“No one knows the beauty industry and its audience like Ulta Beauty,” said Brent Rosso, vice president, UB Media, in a media release. “Our new offering reinforces our ability to engage guests where, when and how they want to connect, with hyper-focused advertising efforts in a dynamic ecosystem and further elevates our position as brand partner of choice.”
UB Media offers curated digital options across channels to help brands “engage and inspire” target audiences with actionable measurement.To bring the media network to life, Ulta says it enriched its portfolio of ad products and channels – and will continue to do so in real time.
At launch, the network offers advertising access via offsite display, videos, social and influencer as well as onsite sponsored products. Onsite display inventory on Ulta Beauty-owned properties is one of several new, core offerings activated this year. This full suite of ad inventory, experiences and value-added services will be supplemented with additional formats in the future, according to the retailer.
Ulta has created means to make the creative process easier for brand partners with the intent to reduce turnover time and deliver more agility and quicker speed to market. Additionally, brand partners using UB Media will have access to closed-loop campaign level reporting including audience and creative insights.
Ulta says it recognizes that retail media networks are increasingly critical within the modern marketing mix and are a valuable opportunity for retailers to bolster brand partnerships. UB Media builds upon the company’s existing Digital Marketing Partner Program to provide more impactful opportunities to leverage its Ultamate Rewards program within the ever evolving omnichannel environment, according to the release.