Following the launch of LS Eleven Media Services’ latest retail media proposition, Asda Access, in January this year, offering brands access to shopping insights of more than 10m Asda shoppers, these audience targeting capabilities have now been extended to include offsite (Meta), onsite (Asda.com), and D2C owned channels including email marketing and Asda Rewards.
LS Eleven’s depth of customer data offers brands access to “superior” customer insights, campaign planning, activation and measurement.
The first test-and-learn campaigns are said to have yielded impressive results, driving new-to-brand sales, as well as longer-term value with a new-to-brand repeat purchase rate of up to 69%. The scalable proposition has delivered brand ROAS of up to £14 and impressions exceeding 4m. A wider multiple channel analysis also showed that when in-store activity was amplified by Meta, the brand observed a 2x stronger performance vs in-store with no offsite media support.
The latest retail media innovation is said to offer a privacy-centric approach to audience targeting, leveraging Asda customer data to connect customers and brands across the entire LS Eleven digital estate via a range of interconnected touchpoints. This targeted approach is claimed to ensure campaigns drive effective ROI and customer satisfaction.
LS Eleven Media Services has selected LiveRamp as its data collaboration partner to bring Asda Access to market. The solution will leverage LiveRamp’s data collaboration platform to enable planning, audience activation, and campaign measurement powered by Asda’s first-party data. This is underpinned by LiveRamp’s global Data Collaboration Network and supported by a durable identity infrastructure, improving brands’ ability to deliver a more personalised advertising experience to Asda customers, as well as measuring the impact across upper funnel media channels.
Utilising Plan-Apps, brands have the opportunity to pick from approximately 3,000 predefined first-party audience segments or build custom audiences to suit a brief, supported by access to in-flight measurement and reporting. To further scale campaigns, brands can reach these customers across multiple off-site channels, including Meta. In addition, they can work with the Asda Creative studio team to produce bespoke creative to better engage with customers online.
There are three collaboration models on offer to brands: managed; self-serve for agencies who prefer to activate their own media buying; and super self-serve for brands who want direct access to granular Asda data in a LiveRamp clean room.
“Customers now expect more personalised, omnichannel experiences regardless of the media, so we are excited to partner with the Asda and LS Eleven teams to enable brands to connect with audiences derived from first-party data,” said Seth Tapsfield, Retail and CPG Director, LiveRamp U.
“Asda Access and LiveRamp’s extensive network of data collaboration partners open up the ability for brands to implement holistic data-driven campaign strategies, enabling customer insights from activation to measurement, giving a clear, deterministic view of their campaign performance.”
In terms of measurement, Asda Access offers a range of tools to help brands understand the impact of their media investment, such as in-flight reporting, closed-loop attribution and incrementality analysis, across both online shopping and in-store. Brands can also work closely with LS Eleven’s internal analytics team to run more bespoke analysis to help answer a specific business challenge.
Jon Beill, Senior Director, LS Eleven, said: “We’re excited about these innovations, which give brands even more opportunities to connect with Asda shoppers through our Rewards customer data. As we continue to expand our retail media offering, we’re building out more channels to help brands reach the right audience, showcase their products effectively, and – crucially – measure the impact of their campaigns.”
Looking ahead, Asda Access capabilities will continue to grow to include exclusive second-party partnership data and third-party banking and social demographic data. They will also continue to expand their media footprint to include more off-site social and video platforms.
NAM Implications:
- If Retail Media take-up is working as well as indicated above…
- …think of the impact on traditional media and agencies…
- …where I know that ‘50% of my advertising is wasted but I don’t know which half’. was a constraint.
- The times they are changing…
