The retail media landscape is evolving rapidly, and brands are seeking innovative ways to connect with consumers at the point of purchase. Unilever, in partnership with Mindshare and Albert Heijn in the Netherlands, has taken a significant step forward by introducing pre-roll video ads on Allerhande, Albert Heijn’s popular recipe platform. This groundbreaking campaign, powered by Adhese’s retail media solutions, marks a new era of targeted advertising within the grocery retail sector.
By leveraging our adtech, Unilever has been able to seamlessly integrate their short, six-second video ads into the Allerhande user experience. These pre-roll ads are strategically placed before recipe videos, ensuring maximum visibility and engagement from a highly targeted audience. The contextual relevance of these ads, combined with their strategic placement, creates a more immersive and impactful advertising experience.
key benefits of retail media
- Targeted Reach: Retail media allows brands to reach consumers at a critical stage of their purchase journey, increasing the likelihood of conversion.
- Enhanced Relevance: By aligning advertising with specific products or categories, brands can deliver highly relevant messages to their target audience.
- Measurable Results: With advanced analytics tools and thanks to retail media’s closed loop, advertisers can better track the performance and ROI of their campaigns, eg. cost per completed view (CPCV) and the average completion rate.
Unilever’s successful campaign on Allerhande highlights the growing potential of retail media to drive brand awareness and sales. As consumers continue to shift their shopping behaviors online, retailers and brands alike are recognising the value of partnering to create more personalised and engaging advertising experiences.
Adhese is at the forefront of this exciting change, providing brands with the tools and technology they need to succeed in the dynamic retail media landscape.
Find out more about our retail media solutions here, or request a demo.