Iceland Foods has expanded its retail media capabilities, adding offsite media, onsite video, and auction-based solutions to its existing suite.
Through a deal with Publicis-owned marketing and advertising platform Epsilon, Iceland has opened up the ability for advertisers to bid in real-time for both onsite and offsite placements, including video. It comes within a year of the supermarket’s partnership with retail media agency GIG Retail, which enabled onsite display ads and in-store digital screens.
“Our partnership with Epsilon is a big moment for us. It ultimately gives our brand partners more choice, more channels, and the ability to reach our customers in a smarter, more dynamic way. It also means we can now open up our media to more types and sizes of brand advertisers,” said Adam Smith, Head of Retail Media at Iceland Foods.
“Today’s announcement is our latest commitment to providing a retail media platform that works for all brands and delivers value back to our shoppers.”
The addition of offsite capabilities will enable advertisers to extend campaigns across channels such as online video and display channels, while onsite video provides an alternative way of connecting with shoppers directly on the Iceland website and/or app.
Iceland plans to eventually extend its capabilities further to include connected TV and broader video activation.
“Iceland has a clear ambition to build a modern, inclusive retail media offer and we’re proud to support that journey,” said Tim Frankcom, President, Europe and APAC at Epsilon. “By adding offsite scale, launching new formats like video, and introducing a flexible auction model, we’re helping unlock the full potential of people-based advertising. This gives brands a route to real people, not proxies, with measurable results across every touchpoint.”
