Retail data from Europe's largest retailers combined with AI is producing strong advertising results. See how one brand made the most of this match by driving campaign efficiency and learn how you can realise the advantages of retail data plus AI.
Connecting the right messages with the right audiences is always the minimum objective, but reaching them with efficiency is the real goal. Through partnerships with some of Europe’s largest retailers, like Lidl, Kaufland, Ocado, Tesco, Dunnhumby and Nectar360, The Trade Desk provides marketers with retail data that not only helps them reach the right audiences, but also a platform that generates valuable AI-powered insights they can use to optimise their campaigns.
Retail data can give you access to precise purchase data so that you can reach audiences from across multiple retailers in a single media plan. And you don’t have to sell products at a given retailer to leverage this capability.
“There is a perception that retail media audiences are only relevant for the products we stock. We are delighted to showcase how retail media audiences also drive business outcomes for non-endemic brands full-funnel and across channels.”
Sultan Öztürk, Product Strategy, Schwarz Media GmbH
A premium subscription brand in Germany used Schwarz Media Group’s Lidl and Kaufland audience segments in its campaign. The brand was able to reduce its overall cost per subscription by 37%, leading to overall savings. (Cost per subscription is a metric used by the brand to assess the cost of acquiring new customers.)
The decrease can be attributed to the brand’s use of our proprietary AI insights, which identified Schwarz audience segments as being highly relevant for the campaign. By analysing the brand’s existing first-party data, our AI, Koa™, determined that shopper data from Schwarz Media Group represented the closest lookalike audience for the brand’s seed and added this to their campaign.
The brand used these audiences for an omnichannel campaign that saw incredible performance across multiple advertising channels. The brand campaign’s inclusion of Schwarz Media Group’s audiences was attributed to an increase of 54% in subscriptions.
Additional retail data and AI advantages on our platform:
Koa uses powerful predictive engines to empower you with real-time recommendations and optimisations that are designed to help you improve campaign performance. Koa paired with retail data makes it possible to...
- Enhance precision in audience targeting: Let Koa observe your campaign setup and make appropriate recommendations based on a wide range of shopper data sets. AI recommendations can also surface other data partners that know where your desired audience is browsing, streaming or listening to their favourite music.
- Grow your first-party data: Koa identifies the most relevant audience segments based on your ideal customers. You can use those newly identified audiences to further build your customer data. The recommendations Koa makes can also help you improve overall efficiency and extract incremental value from a retail-data-targeted campaign.
- Assist in identifying customers: If your first-party data is scarce, lean on retail data to power your campaigns. Other alternatives include:
- Detailed products. Comfortably focus your strategies on subcategory segments, such as “coffee,” or get even more specific, like “espresso.”
- Historic purchases. Enhance your demo buys on high-impact formats like Connected TV (CTV) by layering on “school supplies,” for example, as a valuable source for the parents you are trying to reach.
- Customer categories. Tailor your approach by aligning with the preferences of groups, such as “bargain hunters,” and design campaigns that resonate with their true interests.
Whether it’s connecting with specific demographics, addressing individual interests, or fine-tuning strategies for niche categories, our retail data partnerships and proprietary AI technology provide you with the tools to help you cultivate genuine and lasting connections with consumers. What’s more, retail data can be used across other media channels, including CTV, audio or digital out-of-home.
Ready to refine your advertising strategy?
Contact us or reach out to your account representative to start today.