Independent Australian retail media platform Zitcha begun operations today, aiming to empower retailers to become publishers by monetising their entire owned and external media ecosystem.
Zitcha connects the media assets of a retail brand including email, apps, digital in-store screens, web and social media. It then automates the purchasing of media across these channels, allowing retail suppliers to connect directly with consumers.
CEO of Zitcha, Troy Townsend, said: “First-party data is fast becoming the most important driver of digital advertising.
“Many organisations have a wealth of data available but are yet to realise its potential. This is especially true for retailers that are also sitting on a gold mine of advertising inventory which creates an unmissable opportunity to monetise owned assets while adding value for suppliers.”
The platform began as a tool for retailers to facilitate supplier advertising across social media and search channels and has evolved through incubation to include the entire extended media ecosystem.
New Zealand’s largest retail group, The Warehouse Group, are one of more than 200 supplier brands to join the platform, including Panasonic, LG, Nespresso and Liquor Marketing Group.
“Many retailers sell catalogue placement or in-store display but do so manually which is time-consuming, difficult to scale and misses out on the opportunity of the wider ecosystem,” said Townsend.
“By opening up all assets and automating that process, the sky is the limit, meaning all of a retailer’s suppliers can benefit, not just the top 10 per cent that currently does.
“We can turn any retailer into a publisher in 4-to-6 weeks. They don’t have to build the infrastructure, so income generated is pure bottom-line profit. This also decreases profit margins.”
Zitcha gives brands selling through retailers access to rich first-party data which improves customer targeting and conversion rates.
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