Zitcha has partnered with MixIn, the retail media arm of Australian drinks and hospitality business Endeavour, for its off-site media across Meta’s Managed Partner Ads (MPA).
Martyn Raab, MixIn’s general manager, said the partnership will allow suppliers to “close the loop” on seeing how their Meta brand spending impacts their ad performance.
“By leveraging Zitcha and the measurement from MixIn, brands can see the performance of their activity to deliver real insights and campaign measurement. It means suppliers will be able to buy their Meta social media campaigns via MixIn and see which audiences viewed and responded to those campaigns.
“Suppliers will then be able to see if customers went on to purchase a product from the advertised brand through Endeavour Group channels such as BWS or Dan Murphy’s. It demonstrates a high return on investment through sales data at an anonymised cohort level.
“And one of the great things about this partnership is it protects the data of our consumers by never sharing personal information – the platform just sees them as an anonymous user.”
Meta’s MPA provides capabilities for retailers and their brand partners to track and measure off-site video and image ad performance, which can be managed through Zitcha’s centralised media platform.
“Retailers can significantly drive incremental revenues and drive additional sales for brand partners by optimising off-site media channels,” Zitcha CEO, Troy Townsend, said.
“Endeavour Group is home to some of the country’s most recognised liquor retailers and we are delighted to have been chosen by MixIn to maximise their Meta social media channels for greater effect.”
The news comes after Zitcha announced its partnership with US-based Venvee last month.
See also: Zitcha partners with Venvee to solve in-store media measurement