Combining screens from three different Retail Media Network providers, the Retail Media Alliance brings Edeka’s in-store media together into a single, unified network – managed and sold by Inovisco.
Retail Media Alliance: Germany-Wide Retail Media Network for Edeka Goes Live
As one of Germany’s biggest grocery retailers, Edeka Group has always been a highly sought-after partner for retail media. But unlike its competitor Rewe, running nationwide campaigns across multiple in-store touchpoints has been tricky. Different Retail Media Network (RMN) providers and Edeka’s cooperative structure made it hard to create a unified network.
The newly announced Retail Media Alliance aims to change that. The network connects screens across the entire shopper journey –from Digooh’s entrance pillars to Emsu’s area displays and Viewento’s checkout screens (recently acquired by Verve Retail Media). On top of that, Acardo couponing, also part of Verve Retail Media, lets brands activate campaigns and track sales right at the point of sale.
Marketing managed by Inovisco
The central marketing partner for the Retail Media Alliance is Inovisco Mobile Media, Digooh’s sister company and national marketer. Agencies can now book the full network through existing channels and contacts – both via IOs and programmatically. Campaign billing is based on standardized contact metrics.
In total, the Retail Media Alliance offers more than 5,000 displays across over 3,300 locations in brick-and-mortar retail, with nearly 4,000 screens located in Edeka stores. The network reaches over 46 million gross contacts per week in the Edeka environment. According to Inovisco, this represents the largest in-store inventory in German retail.
Inventory available immediately
“In-store campaigns in Edeka stores were previously fragmented for agencies: multiple providers, multiple booking channels, no consistent planning. With the Retail Media Alliance, we are now combining all relevant touchpoints – from entrance to checkout – into a single, bookable network. This makes brick-and-mortar retail truly planable as a media channel for the first time,” says Alexander Houben, CEO of Inovisco Mobile Media and Digooh.
Existing Inovisco clients gain immediate access to the expanded inventory.
Key players united
Efforts to consolidate Edeka’s retail media offerings existed previously, including initiatives by Edeka itself and the Laya Group. At the time of publication, it was still unclear how these previous efforts would be affected by the Retail Media Alliance.
In-store retail media continues to be a growth area, but clients increasingly demand mature planning and reporting systems comparable to online environments. Larger networks and unified planning options allow independent providers to strengthen their market position.
