iProspect inaugurates RelevanC’s new Retail Media solution integrating Google Ads video formats for Blédina.
29 June 2021, RelevanC Advertising, leader in Retail Media solutions for FMCG brands and their media agencies, continues to enrich its data activation and sales measurement offer by integrating YouTube advertising inventory via Display&Video 360. On the recommendation of iProspect, the new generation media agency of the dentsu group, Blédina is the first brand to try this solution.
RelevanC and YouTube Ads: the precision of transactional data with the power of emotion.
Many French people can now be found on YouTube, with nearly 80% of the over 18s watching at least one video a month (source: Médiamétrie, February 2021), this audience hub is also accelerating new viewing habits. Indeed, 60% of video users say they buy a product after having seen it on Youtube (source: Google/Talk Shopper, France, August 2020).
This integration between RelevanC and YouTube advertising solutions marks the synergy between the 7 million shoppers from the Casino group (Casino, Géant, Monoprix and Franprix) and the effectiveness of YouTube in ensuring the visibility of a message.
Within the framework of advertising campaigns operated by RelevanC, the association of its data activation offer with YouTube’s advertising inventory makes it possible to distribute to its 7 million digitalized inserts an advertising copy integrated into the video stream in 3 formats:
Non-skippable campaign: maximises brand impact;
Trueview for Reach: Generate and sustain reach
Bumpers Ads: extend reach and frequency
The value proposition of this integration continues with the provision of an impact study at the end of the campaign using Casino Group transactional data to reconcile YouTube ad views with in-store sales.
This triple approach of data precision, media power and business performance led iProspect (dentsu) and Blédina to activate this innovation.
Alban Schleuniger – Vice President France RelevanC says: “The conclusion of this strategic partnership with the world’s leading video content provider – places Retail Media as a key acquisition lever for manufacturers and their media agencies, and affirms our leadership in this market thanks to the work we have been doing for the past 4 years on the quality and accuracy of our transactional data.
François Loviton – Director of Brands and Retail at Google: “RelevanC’s solution meets a strong need for brands to be able to address their target and measure the effect of their advertising investments on in-store sales. The combination of RelevanC data and Youtube advertising solutions makes this orchestration possible for a large part of French consumers.
Vincent Cezard – iProspect e-Retail Director concludes: “By combining data and media, this campaign follows iProspect’s new positioning “Brands Accelerated”, which promotes brand growth by combining branding and performance. This vision is in line with the dentsu group’s desire to establish itself as the leader in post-advertising communication.
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