Italiaonline, Italy’s leading internet company, and ReStore, a leading e-commerce company for the large-scale retail trade, announce the launch of the innovative Retail Media offer, the result of a strategic partnership.
This collaboration is set to revolutionise the way companies plan and manage their online advertising campaigns, offering an unprecedented level of targeting and personalisation.
By integrating so-called transactional data (i.e. from transactions or purchases that users make in supermarkets) provided by ReStore from retail outlets, both on and offline, Italiaonline, through its agent iOL Advertising, is able to offer its clients a deep understanding of consumer buying habits.
Italiaonline’s new Retail Media offering allows advertisers to:
– Segment and target their advertising campaigns based on precise data on consumers’ preferences and buying habits (e.g. who habitually buys baby products or who buys fizzy drinks and spicy food or who buys pasta and not sauce; which users are high-spenders and which are promotion-sensitive, etc.)
– Increase the effectiveness of campaigns through highly personalised targeting.
– Scaling up campaigns on a high quality and ever-expanding inventory.
The partnership with Restore and the solid expertise in the digital market, position Italiaonline as a leader in the Retail Media sector, offering customers:
– An extremely rich and continuously growing database, due to the collaboration with the main players in the retail sector.
– An integrated offer that combines transactional data with Italiaonline’s advertising inventory.
– An in-depth knowledge of the market and advertisers’ needs.
Retail Media represents the third major revolution in digital advertising, after search and social media, and is one of the digital advertising segments with the highest growth prospects over the next three years*.
With its Retail Media offer – highly synergic with hyperlocal, which allows drive-to-store hyperlocal advertising campaigns (based on a precise geographic area, e.g. around points of sale) – Italiaonline confirms its commitment to innovation and the search for increasingly effective solutions for its clients.
‘With the launch of our Retail Media offer, Italiaonline confirms itself at the forefront of digital innovation, offering advertisers increasingly effective and targeted tools. Thanks to our partnership with ReStore, we are able to transform purchase data into strategic insights, enabling companies to connect with consumers in a highly personalised and relevant way. This evolution marks a decisive step towards the future of digital advertising, where data, technology and creativity come together to maximise the value of campaigns,’ said Andrea Chiapponi, Chief Publishing and Advertising Officer of Italiaonline.
Adds Barbara Labate, CEO of ReStore: ‘This partnership with Italiaonline represents a turning point for the digital advertising industry. Transactional data are deterministic data that enable the creation of highly personalised advertising campaigns, capable of reaching the right consumer at the right time. The ability to integrate real purchase data from the retail industry with Italiaonline’s advertising inventory allows us to offer brands unique strategic insights, thus gaining a better understanding of their customers’ habits and desires, improving campaign performance, and maximising return on investment. This is essential to generate a new source of revenue for our retail partners in the large-scale retail sector. We are therefore excited to help set new standards for Retail Media in Italy and to support companies in connecting with their consumers in an increasingly effective way.’
* IAB Italy, White Paper Retail Media 2024
NB This is a translation of the Italian press release