Increased digital advertising space promotions at checkout for a popular brand, offering discounts on their products
Netto Marken-Discount, a leading German discount supermarket chain, has announced an exciting expansion of its retail media offering to include digital advertising spaces in approximately 4,400 stores nationwide. This move allows non-food brands and manufacturers outside the food sector to reach customers through in-store digital screens located at checkout and entrance areas.
The in-store advertising spaces of Netto are now connected to the in-store retail media platform of One Tech Group (SSP1), enabling data-driven management and targeted delivery of campaigns. Programmatic campaigns can be booked via SSP1, ensuring efficient and effective advertising measures.
Christina Stylianou, the Head of Corporate Communications at Netto Marken-Discount, commented on the new retail media approach, saying, "This move creates attractive opportunities for brands to be present directly in the shopping environment."
The new retail media approach offers unique communication opportunities to non-food brands and manufacturers. Brands can now communicate directly with customers at the point of sale, fostering a more personal and direct relationship. Netto plans to integrate additional digital touchpoints into its retail media offering in the future.
Netto collaborates with retail media specialist Marketing of Moments (MoM) and Edeka for marketing. Edeka has offered a national retail media offering since the beginning of the year. The move by Netto Marken-Discount follows a similar expansion by Edeka, demonstrating a growing trend in the retail industry towards retail media offerings.
Approximately 21.5 million people shop with Netto Marken-Discount weekly, providing a vast audience for advertisers. Netto also offers post-campaign reporting with insights into sales and target groups to endemic brands, ensuring advertisers can measure the success of their campaigns effectively.
With the new retail media approach, Netto Marken-Discount aims to provide attractive opportunities for brands to be present directly in the shopping environment. The company plans to further expand its retail media offering in the future.
