Dutch retailer Jumbo will offer brand manufacturers the opportunity to manage their own product campaigns in the area of retail media. For this purpose, the company is using Streaem’s self-service platform. Retail media partners will be able to set up, monitor and adjust their sponsored product campaigns in real time. In addition to campaigns on Jumbo’s online-shop and app, it will also be possible to control displays and digital screens in the stores in the future.
Jumbo thus offers brand manufacturers the opportunity to target advertising at specific customer segments. Various options for advertising have existed on the retailer’s platform and app for the past three years. But with the introduction of self-service, the second-largest supermarket operator in the Netherlands with over 700 stores is going one step further.
According to the press release, setting up a campaign is easy for advertisers. Which advertising slots can be booked is controlled by a relevance and auction system that is geared to both product categories and keywords.
Self-service platform increases flexibility
Brand manufacturers can target customer segments to their owen needs in product launches or awareness campaigns. The self-service platform increases flexibility. Frances Franken, Commercial Director of Jumbo sees the wide reach and depth of customer data as the basis for brand manufacturers to target their consumer segment. “We are enriching the media mix for advertisers.”
According to Streaem, the self-service platform enables brand manufacturers and agencies to implement omnichannel campaigns on retailers’ channels. The one-stop-shop solution for media buying, content optimisation and insights is said to be transparent and offers control over data as well as analysis of campaigns.
