Australian Venue Co strengthens retail media offering with three new partnerships
Hospitality operator Australian Venue Co has announced three new partnerships to bolster its retail media network, AVC experience+, Mumbrella can reveal.
According to AVC, with over 15 million consumers visiting its 238 venues annually, and access to an additional 6 million first-party customer profiles, the hospitality network is in a unique position to allow brands to deliver highly targeted, data-driven campaigns with “unmatched precision”.
Aiming to enhance the offering’s operational and commercial capabilities, the partnerships hope to reinforce AVC’s position as an innovator in the rapidly growing retail media landscape, and leader in the on-premise environment.
The new partnerships with Zitcha, Mercato, and Perion will unify and digitise key aspects of AVC’s retail media operation, collectively enabling data-driven planning, buying, and optimisation of campaigns, both in-venue and across digital channels.
“The addition of these partners marks a pivotal step forward for AVC experience+, transforming it into a fully digitised, self-service retail media network that guarantees a great experience for both our advertising partners and patrons,” Uno de Waal, head of retail media at AVC, told Mumbrella.
“Our advertisers can now plan and execute campaigns more effectively, tapping into both our in-venue customers and online audiences with unmatched precision.”
AVC has engaged retail media tech platform Zitcha to streamline and unify off-site inventory management, planning, buying, and campaign operations. Hoping to enable a self-service model, the unification will make it easier for advertisers to activate and manage campaigns efficiently.
This will, in turn, allow brand partners to have more precise targeting and the ability to leverage retail insights, in order to create custom audiences.
Meanwhile, Mercato – a digital signage company – has been selected as AVC’s exclusive in-venue bar screens and high-impact screens provider.
Set to be completed by the end of February, the nationwide roll out of high-impact screens will provide advertisers more opportunities to deliver commercial success on campaigns. According to AVC, brand partners have already begun showing interest, with several investing in statewide and bespoke takeover campaigns.
“AVC are true pioneers as the first hospitality group to invest in small on-bar screen format to capture attention at the point of sale. This investment will mean that advertisers get the most bang for their buck,” Vanessa Rob, CEO of Mercato, explained.
Finally, with its programmatic capabilities, digital OOH platform Perion – formerly known as Hivestack – will help AVC unlock additional commercial opportunities by connecting its in-venue screens to broader digital ecosystems.
The integration has been designed to provide access to more advertisers looking to engage audiences, and also allows those advertisers to reach and track audiences throughout the entire consumer journey.
AVC experience+ hopes to enter a new era of self-service with these partnerships, as they will “enable the effective commercial operations of the retail media network”, and streamline the process for brand partners.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Australian Venue Co.
AVC
AVC+ Experience
Hivestack
Media
Mercato
partnership
Perion
retail
Retail Media
Uno de Waal
Zitcha
Never forget this outfit is foreign owned and refuses to celebrate Australia Day, 26th January. They will never see one $ of mine while they maintain this policy. In a word, they are a disgrace.
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