Some of the biggest advertisers within the FMCG sector, including Unilever and PepsiCo are currently trialling ITV’s new Retail Media solution, Matchmaker.
First launched in partnership with Boots and Tesco in November, Matchmaker enables FMCG firms who supply the two retailers to enhance their video-on-demand targeting by activating category shopper audiences on ITVX using their loyalty card data.
The technology will equally allow these suppliers to measure precise sales uplift among those who’ve seen an ad. PepsiCo’s Walkers, Heineken and Unilever’s Magnum are trialling the Tesco solution. Unilever’s Sure, John Frieda, and Estrid Razors are among those trialling the Boots solution.
“It is great to continue the long standing innovative partnership between Boots and ITV,” Boots omni-media director, Ollie Shayer said.
“Matchmaker brings together Boots Media Group’s exclusive data and measurement proposition with ITV’s scale and content, this clearly struck a chord with our partner brands and the reception for the Matchmaker offer has been brilliant. We are really excited to see the results from our B trials and then rolling this out further across 2023.”
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The fully cookieless and consented solution harnesses ITV’s 37 million registered first-party audience with Boots’ Advantage Card and Tesco’s Clubcard databases. It is slated for a full-scale rollout from July.
Tesco UK dunnhumby managing director, Nick Ashley added: “We are thrilled to be partnering with ITV to provide Tesco branded suppliers with the opportunity to enhance their AV planning and buying precision through Matchmaker.
“Data science from dunnhumby, combined with an ever-growing Clubcard database of over 20m households, provides a customer-first proposition for CPG brands to reach their customers at scale. With closed-loop measurement at its heart, we are looking forward to collaborating with brands in multiple ways.”
Concluding, ITV controller of advanced advertising, Jayesh Rajdev said: “We’ve had an astounding customer response to AdLabs’ launch of Matchmaker, and I’m pleased to see the pilot gaining quick traction with such a broad spectrum of advertisers. We’re now full steam ahead on customer roll-out and development roadmap with both retail partners.”
