21 Jan 2025 11:54AM

    Żabka enters retail media and launches Żabka Ads

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    Żabka enters retail media and launches Żabka Ads

    Retail media is a world-renowned marketing technique based on digital media positioned directly in shopping areas, including physical ones. This extremely fast-growing, global trend is changing how marketing budgets are planned. Already today, 1 out of 5 dollars of media spending worldwide is allocated to it[1], and in Poland, almost half of marketers plan to increase their investments in this area[2].

    Żabka Ads mechanism involves Żabka team developing recommendations for partners to help them effectively reach consumers in a given category. Recommendations are prepared primarily based on consolidated and fully anonymised sales data from more than 11,000 stores. Supportingly, the statistics from Żappka app provide general knowledge about the structure of the customer group in terms of demographics or preferred shopping time, they are always aggregated and access to them is governed by the users' consents.

    With Żabka Ads, we offer advertisers the opportunity to increase the effectiveness of campaigns supporting new product launches, promotional activations and storytelling campaigns at the shelf. Żabka Ads can also be an attractive form of promotion for companies outside the FMCG sector, such as streaming platforms – comments Paweł Grabowski, Head of Żabka Nano and unmanned solutions.

    What do the customers gain? Thanks to Żabka Ads, they can obtain more information about the product itself - while at the store shelf, learn about its history, find out about new flavour variants or take advantage of promotions and discounts that are better tailored to their needs.

    The interest in Żabka Ads is confirmed by the pilot campaign carried out jointly with Red Bull.

    Because we at Red Bull Polska value an innovative approach to communication, we decided to test Żabka Ads when promoting the limited edition Red Bull Winter Edition. This solution gives brands new opportunities to precisely reach consumers at the key moment of their purchasing decisions. Thanks to advanced targeting tools and effective use of data, we were able to strengthen our campaign significantly and achieve impressive results. The development of a network of media such as Żabka Ads is not only a significant step forward in the DOOH category but also an attractive alternative for brands looking for more effective forms of contact with consumers – concludes the Red Bull Polska marketing team.

    Visit ads.retailmedia.zabka.pl to get in touch with the team and learn more about the possibilities of Żabka Ads - Shopper-Driven Media


    [1] Insider Intelligence, eMarketer Forecast, December 2023

    [2] Survey by SAR & TVN Media; Opinions of the Jury of the Effie Awards Poland 2024; N=120

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