Retailers globally can now tap into the off-site media market with Meta’s Managed Partner Ads (MPA) API integration with retail media platform Zitcha.
The partnership, enables brand advertisers to simply and effectively connect with off-site audiences across Facebook and Instagram at scale.
New Zealand retail group The Warehouse Group and its retail media network MarketMedia, is the first to use Zitcha’s MPA integration, with initial results showing up to 32 times return on advertising spend for MPA campaigns that have run.
In Australia, Coles’ retail media arm Coles 360 is also partnering with Zitcha to enable Managed Partner Ads and strengthen its off-site retail media offering.
GroupM predicts global advertising revenue from retail media channels will grow 9.9% to reach US$125.7 billion in 2023, hitting US$180 billion in five years and surpassing television revenue in 2028. Off-site media forms a major component of that growth, in conjunction with on-site and in-store retail media channels.
Kate Box, director of global business group retail at Meta ANZ, said it’s great to see Meta partners innovate with new technology and help retailers reach the right people, with the right message at the right time.
"The initial tests from Zitcha have been positive with some of Australia and New Zealand’s most recognised brands, and we are excited to see how Zitcha’s work in retail media continues to evolve," Box said.
Troy Townsend, Zitcha CEO, said Meta’s MPA is a game changer for retailers and brand partners to leverage Meta’s channels for off-site retail media networks.
"We are seeing massive demand from brands to move marketing dollars from traditional channels into retailers with off-site capabilities that show, in real-time, the return on advertising spend," Townsend said.
“Our strong relationship with Meta has enabled Zitcha to effectively leverage MPA for forward- thinking retail media networks such as MarketMedia and Coles 360 that want to extend and capitalise on their off-site media channels quickly and at scale.”
Jonathan Waecker, chief customer and sales officer of The Warehouse Group, said leveraging the transformative capabilities of MPA, brands can now achieve granular reporting down to the SKU level across the Meta app ecosystem, which includes Facebook and Instagram.
"By integrating this with The Warehouse Group's first-party proprietary audiences, brands can amplify their performance metrics," Waecker said.
"Zitcha has further revolutionised the landscape by empowering brands to be able to do this all self-service, providing real-time analytical insights at their disposal, all while in a privacy safe way.”
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