Zitcha and US-based Venvee have joined forces to close the loop on in-store retail media measurement with a partnership that the businesses said will empower retailers and brand advertisers to create more targeted ad campaigns.
The partnership will give retailers and brands an actual view of the impact of digital screen advertising in premise.
With omnichannel retail media predicted to be worth USD$60 billion globally by the end of 2024, in-store sales account for 90% of all sales worldwide.
Troy Townsed, Zitcha CEO, said: “The collaboration with Venvee is a major advance for in-store retail media, representing a significant milestone in Zitcha’s digital screen ad solution. It closes the loop on reporting the impact and effectiveness of in-store advertising, which has traditionally been harder to evaluate than onsite and offsite retail media activity.
“Retailers and advertisers needed a solution to create targeted and measurable in-store advertising campaigns. With Venvee’s technology integrated into our platform, they now have it, including the capability to better evaluate the performance of their ads, seamlessly integrate data into their omnichannel strategies and optimise their campaigns.”
Venvee stated that with the integration of its rich shopper journey data and Zitcha’s sales and conversion data, advertisers will have a clearer understanding on the return of their digital advertising spend to make more informed investment decisions.
“With the combination of Zitcha’s planning, activation, and online measurement, and Venvee’s in store audience generation and measurement, retailers can now have an out of the box retail media product without a digital dependence,” James Bauer, CEO, Venvee, added.
“This enables an entirely new market of retailers to serve their brands in a way that is functional at any scale.”
Zitcha’s partnership with Venvee follows its partnership with Broadsign which allows brand advertising partners to simply view inventory availability, book campaigns, and review campaign performance on in-store digital networks.