Village Cinemas opens the door to retail media via Zitcha
Village Cinemas has set its foot in retail media, entering a deal with independent platform Zitcha to leverage its first-party loyalty data.
The arrangement will see Village Cinemas build an automated retail media network with Zitcha. Tapping into one million plus Vrewards data, advertisers are promised a better ability to target consumers with access to Village Cinemas’ Meta social media channels.
Zitcha, launched by Hatched founder Jack Byrne and ex-The Pistol executive, Troy Townsend, already works with a roster of retailers including Adore Beauty and The Warehouse Group in New Zealand.
An IAB Australia report found that advertisers are relocating budgets from other channels to tap into retail media, as 69% of them have switched their budget from social, trade retail, digital and traditional media to jump on the bandwagon.
Nic Robin, chief commercial officer, of Village Entertainment, said: “Village Cinemas is a retailer, arguably not in the traditional sense but our team recognises the value of a large first-party data set.
“The opportunity to further optimise media for advertisers by effectively connecting with cinema goers is exciting. The combination of a robust loyalty program, digital share of ticket sales and high guest affiliation with blockbuster movies enables efficient ROI for partners via digital channels.”
Nick Hinsley, chief revenue officer, Zitcha added: “Commerce media remains an untapped opportunity for many retailers in Australia. That’s additional revenue not being realised by retailers and missed chances for brands to connect and convert with the right audiences.
“Village Cinemas were one of the first major entertainment companies to launch a loyalty program in Australia and are now one of the first to make a significant retail media play.
“These decisions will pay significant dividends not only for its business but the partners that use the Zitcha platform. We look forward to building a strong relationship with them to further innovate their retail media strategy.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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