Hospitality operator Australian Venue Co. (AVC) has named three technology partnerships to enhance the operations and commercial capabilities of its retail media network, AVC experience+.
AVC has partnered with Zitcha, Mercato, and Perion (formerly Hivestack) to unify and digitise key aspects of its retail media operation. These partnerships collectively enable data-driven planning, buying, and optimisation of campaigns, both in-venue and across digital channels, driving efficiency and empowering advertisers.
AVC has engaged Zitcha as its technology partner to streamline and unify off-site inventory management, planning, buying, and campaign operations. This will enable a self-service model, making it easier for advertisers to activate and manage campaigns efficiently.
With this foundation in place, AVC partner brands can unlock the full potential of its first-party data, providing brands with precise targeting and the ability to leverage valuable retail insights to drive better more effective campaigns. Brands are able to create custom audiences within AVC’s 6.1 million on-premise customers or pick from highly targeted pre-defined audiences
Mercato has been selected as the exclusive provider of in-venue bar screens and are undertaking a nationwide rollout of high-impact screens, set to be completed by the end of February.
These screens have already demonstrated their appeal, with several advertisers investing in statewide and bespoke takeover campaigns that deliver proven commercial success. With over 450 screens active across the network, this provides partners with an unprecedented on-premise targeting opportunity of over 15 million visitors a year.
With its programmatic capabilities, Perion will unlock additional commercial opportunities by connecting AVCs in-venue screens to broader digital ecosystems. This integration provides access to more advertisers looking to engage audiences in in a hyperlocal, social environment, and allows advertisers to reach and track audiences through the entire consumer journey.
AVC's head of retail media, Uno de Waal, said the addition of these partners marks a pivotal step forward for AVC experience+, transforming it into a fully digitised, self-service retail media network that guarantees a great experience for both our advertising partners and patrons.
“Our advertisers can now plan and execute campaigns more effectively, tapping into both our in-venue customers and online audiences with unmatched precision," said de Waal.
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