Gopuff, an on-demand immediate delivery platform, has expanded its retail media network for full shopper journey campaigns. Gopuff Ads, the company’s instant media ad platform, has introduced off-site capabilities in collaboration with Publicis Groupe’s CitrusAd, powered by Epsilon.
The unified approach builds on Gopuff Ads’ initial integration with CitrusAd, enabling brands to reach Gopuff site visitors as well as Gopuff's entire shopper audience across the open web with timely and relevant advertising, according to a news release from the company.
"As the first instant ad platform, we are bringing advertisers closer to their desired audience by collapsing the marketing funnel from impression to consumption in 30 minutes,” Daniel Folkman, senior vice president of business at Gopuff, said in the release. “Now, Gopuff Ads’ expansion into off-site media with CitrusAd, powered by Epsilon’s first-party purchase and future intent data, delivers amplified, relevant reach for our brand partners.”
Gopuff, which aims to collapse the marketing funnel from impression to consumption in 20 minutes, is also expanding on-site ad inventory beyond sponsored products and search to include relevant sponsored product carousels — all managed and measured on the full-scope platform.
Gopuff claims brands leveraging its ad platform are seeing ROIs as high as 430%, while platform revenue has grown nearly 170% year-over-year in July as active products doubled onsite.
With these enhancements, brands can influence consumers at the point of purchase with on-site advertising, while also generating demand across the open web by reaching Gopuff customers with relevant, off-site display, video and connected TV (CTV) advertising tied directly to in-stock inventory. Brands are also able to understand their ad performance through SKU-level sales reporting that combines both on-site and off-site campaigns.
CitrusAd's on-site and Epsilon's off-site retail media capabilities were recognized as a “Leader” and a “Strong Performer,” respectively, by Forrester Research in “The Forrester Wave: Sell-Side Retail Media Solutions, Q3 2021 report.” CitrusAd was launched by Publicis Groupe in June as a unified self-serve, retail media platform in a single user interface.
“When companies like Gopuff make the decision to unify on-site and off-site media capabilities as a one-stop shop, they will grow advertiser adoption, revenues and site traffic. Through CitrusAd’s easy to use self-service, white-label platform, full-funnel Gopuff Ads campaigns can now easily be managed by brands under one roof to expand audience reach and attract new customers,” said David Haase, CEO of CitrusAd Americas, in the release.
Ad spending in retail media is forecasted to reach $60 billion by 2024, according to eMarketer, indicating strong support for its closed-loop transparent measurement and proven effectiveness.