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From left: Alberto Cáceres Tejedor (Trison), Helmut Pfeiler (Grassfish), Iman Nahvi (Advertima) und Paula Fustes Barcón (Trison) (Image: Advertima)
From left: Alberto Cáceres Tejedor (Trison), Helmut Pfeiler (Grassfish), Iman Nahvi (Advertima) und Paula Fustes Barcón (Trison) (Image: Advertima)

Sponsored Content: Growing Together – the Advertima Partner Network Approach

Supposedly high initial investments are an invisible hurdle for new sensor technology customers. Advertima has developed a CAPEX-free trial model that makes it easier for new customers to take their first steps.

The ambition in sensorics for retail media to deliver as relevant in-store shopper data like in online channels requires a tight collaboration of partners that have so far worked in rather isolated silos. The partner approach is definitely new territory for all parties involved where Advertima pushes collaboration across segments.

“Being an innovator in the industry and a first mover, we need to gather the partners, coordinate them, lead them to deliver concept and vision”, Iman Nahvi says, Co-Founder and CEO of Swiss sensorics provider Advertima.

The benefits

The benefits of working together more closely are plenty fold. Retailers are fighting for every cent today. Retail media provides them with a high margin revenue opportunity they can control. Agencies can now bridge the gap in data accuracy between online and in-store serving their customers’ brands better. Brands are always looking for optimizing ad spendings and they prefer real time data to become more accurate targeting the right end consumer.

Additionally, tech vendors are getting more competitive as their portfolio of solutions enlarges. “For example, we have worked together several times with the Digital Signage software of Grassfish. They have won multiple customers through us, because of their integration to us”, Nahvi mentions some highlights of ongoing collaboration. “Working together with us an innovation leader opens new customer opportunities for all involved partners”, Nahvi summarizes.

Building the market

But shaping the industry by creating a new digital ecosystem for retail media takes time. It needs activities to increase awareness, to spread knowledge with the right target group and to find the right projects to get started. “We know there is a way to go, but we see the market maturing and we receive more and more requests asking for our solution”, Nahvi says.

“Currently, we have to build the market by going direct, but we have laid the foundation for a strong partner network that will multiply our sales efforts. We have proven that we can provide a sizeable in-store sales uplift which is an incentive for the entire partner ecosystem to grow it further”, Nahvi comments.

“We have started convincing the big players in supermarkets, hypermarkets, convenience stores as well as health & beauty chain to test our approach”, Nahvi adds. The category of the Walmart, Aldi, Lidl, Carrefour carry mega brands in their portfolio and are retail media pioneers. Often, these companies have a sizeable network exceeding 100 brick & mortar stores which creates a great opportunity for all partners of the eco-system. “The pie with such customers is big enough to generate a decent piece of revenue and profit for everybody”, Nahvi describes the benefits of working together in a strong partnership.

Partner ecosystem for sensorics in retail media

  1. Advertima Audience AI: Delivers real-time in-store shopper audiences, privacy-by-design. Basis for segmentation, targeting and measurement. Lays an audience data layer over the entire ecosystem, via APIs.
  2. Digital Signage-CMS: Responsible for the playout of all content – both monetized campaigns (via Adtrac) and non-monetized content that is booked directly in the CMS.
  3. In-store Campaign Orchestration Layer: Orchestrates all monetized campaigns in the store. Advertima often uses Adtrac.
  4. DooH SSPs: Link between orchestration layer and DSPs. Enables programmatic booking of customer inventory via various supply-side partners.
  5. DooH-enabled DSPs: Recommended DSPs to support the most relevant agencies programmatically buy their campaigns based on the audience and directly from their preferred platform.
  6. Retail Media Platform: Audiences are planned in in the retail media platform, the orchestration layer can forward ad requests to retail media platform. This enables unified cross-channel retail media ad serving.
  7. Clean Room: Enables offsite audiences to be detected and activated in-store in cooperation with Advertima. Offsite and in-store audiences are brought together. Unified omnichannel retail media buying is only possible in this way.

Glossary

CMS – Content Management System
DooH – Digital Out Of Home
DSP – Demand Side Platform
SSP – Supply Side Platform

This is Advertima

Founded: 2016 (Switzerland), headquarters: St. Gallen

Management: Iman Nahvi, co-founder and CEO; Mario Siano, co-founder and Head of Market Development

Website: advertima.com

Business concept: AI-powered audience intelligence and reat-time activation for in-store reatil media; integration into existing adtech stacks (SSP/DSP/CMS) with privacy by design

More from Advertima

Success in sensor technology requires strong partners

From left to right: Alberto Cáceres Tejedor – Trison, Helmut Pfeiler – Grassfish, Iman Nahvi – Advertima, and Paula Fustes Barcón – Trison (Image: Advertima)

Real-time data transfer cannot be successful without cooperation between retailers, technology providers, brands, and advertising service providers. This article highlights how to build an ecosystem that benefits all parties involved. Read the full article.

Advertima – at the Intersection of AI and Retail Media

Management: Iman Nahvi, Co-Founder and CEO (Image: Advertima)
Management: Iman Nahvi, Co-Founder and CEO (Image: Advertima)

What role can sensors play in stores, and how can retailers implement them effectively? Iman Nahvi, CEO and founder of Advertima, explores the current landscape, key challenges, and opportunities of sensor technology for retail media in an interview with invidis impact. Read the full interview.

Sensory Technology and Retail Media – Why Now?

Sensor-based systems are designed to increase the efficiency of retail media. (Image: Advertima)
Sensor-based systems are designed to increase the efficiency of retail media. (Image: Advertima)

Sensory technology enables retailers to match the data quality of online retailers and use advertising in a more targeted manner. How can retailers tap into these new sources of revenue, and what mistakes should they avoid? Read the full article.

Protecting Integrity – Sensorics in Retail Media

Real-time data points should not compromise the buyer's integrity in the store. (Image: Advertima)
Real-time data points should not compromise the buyer’s integrity in the store. (Image: Advertima)

Data protectionists like to cite the transparent consumer as a cautionary example due to real-time sensory data collection. How does Advertima deal with this issue, and what principles need to be observed? Read the full article.

Testing Sensors – Without Any Investment

Retailers are often uncertain about how quickly they will see a return on their retail media investments. (Image: Advertima)
Retailers are often uncertain about how quickly they will see a return on their retail media investments. (Image: Advertima)

Supposedly high initial investments are an invisible hurdle for new sensor technology customers. Advertima has developed a CAPEX-free trial model that makes it easier for new customers to take their first steps. Read the full article.