New Zitcha and MPA partnership looks to empower retail marketers
Retail media platform Zitcha can now integrate with Meta’s Managed Partner Ads (MPA) to help users better utilise the latter’s Shopper Marketing Ads offering.
They claim the integration is already proving to be an asset for organisations, with both The Warehouse Group – New Zealand’s leading retail group – and its network, MarketMedia, finding success with the tool, “with initial results showing up to 32 times return on advertising spend for MPA campaigns that have run”.
For the uninitiated, MPA allows advertisers to extend their reach to Instagram and Facebook audiences, thereby easily connecting with them via targeted ads. It’s meant to simplify the end-to-end cycle of social media-driven ad campaigns.
The integration allows users to access MPA through the Zitcha platform, along with giving them the ability to monitor ad performance at the stock-keeping unit (SKU) level – a capability that provides brands with more value from their data, and is not accessible in other campaigns on Meta.
“Leveraging the transformative capabilities of MPA, brands can now achieve granular reporting down to the SKU level across the Meta app ecosystem, which includes Facebook and Instagram,” shared Jonathan Waeckerm, The Warehouse Group’s chief customer and sales officer.
“By integrating this with The Warehouse Group’s first-party proprietary audiences, brands can amplify their performance metrics. Zitcha has further revolutionised the landscape by empowering brands to be able to do this all self-service, providing real-time analytical insights at their disposal, all while in a privacy safe way.”
Apart from The Warehouse Group and MarketMedia, Coles 360 – the retail media arm of Coles – will officially be partnering with Zitcha to access the newly optimised MPA.
With more organisations showing interest in the solution, Meta ANZ’s director for global business group retail, Kate Box, said: “It’s great to see our partners innovate with new technology and help retailers reach the right people, with the right message at the right time.”
“The initial tests from Zitcha have been positive with some of Australia and New Zealand’s most recognised brands, and we are excited to see how Zitcha’s work in retail media continues to evolve.”
For Troy Townsend, CEO at Zitcha, the integration is revolutionary for retailers looking to invest more in off-site media opportunities.
“Meta’s MPA is a game changer for retailers and brand partners to leverage Meta’s channels for their off-site retail media networks,” said Townsend.
“We are seeing massive demand from brands to move marketing dollars from traditional channels into retailers with off-site capabilities that show, in real-time, the return on advertising spend.
“Our strong relationship with Meta has enabled Zitcha to effectively leverage MPA for forward- thinking retail media networks such as MarketMedia and Coles 360 that want to extend and capitalise on their off-site media channels quickly and at scale. We look forward to working with other retailers and brands across the world to maximise the huge opportunities and US$40 billion off-site retail media offers.”
Zitcha is set to collaborate with brands and retailers across the globe to help them leverage MPA and its off-site capabilities.
The announcement comes at a time where consumers are expected to be more conscious of their purchasing habits for the oncoming Christmas season. And with retail media expected to overshadow TV revenue in 2028, MPA and Zitcha’s solution is believed to be vital for users’ operations moving forward.
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Matthew is the editorial assistant at Mumbrella. He previously worked for a marketing agency that focused on managed service providers and IT.
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