Asda Media & Partnerships (AMP) announced today it has appointed Triad Retail Media to be its sole digital media sales agency in the UK, following the departure of Publicis Blueprint, its former media sales partner of more than 10 years. Triad will focus primarily on digital media sales on Asda’s home-shopping groceries site www.asda.com/groceries.

Commenting on the appointment, Dom Burch, Asda’s Senior Director for Marketing Innovation and Revenue, said, “The digital-media landscape has changed dramatically since we launched our grocery home-shopping site 15 years ago. Following an agency review last year, we decided we needed to evolve our thinking and provide more dynamic solutions on our websites and digital properties. 

“Triad brings a broad range of skills and experience to the partnership, including ad tech, creative design capabilities, content creation and sales and marketing expertise. Together, our aim is to disrupt the FMCG ad sector by delivering unbeatable value to brands who want to benefit from our unique access to millions of value-conscious shoppers in the UK.”

Nick Bamber, Asda’s Senior Manager for Digital Media and Innovation, added, “Today, Google, Facebook and Twitter account for around half of all digital advertising spend* in the UK, and their focus on evolving technology, data and advertising formats has resulted in a shift in how advertising is bought, sold and reported.

“Notably, advertisers’ media strategies are moving quickly towards programmatic media buying — hence, our aim over time is to follow this trend by enabling better targeting and measurement of ads on our grocery website to ensure a more personalised and relevant experience for our customers.”

Since Triad’s launch in the US more than 10 years ago, it has become the leader in digital retail media monetisation, having launched and grown media businesses for some of the world’s leading retailers, including Walmart, eBay, Toys“R”Us and Sears in the US, Otto in the Netherlands, Media Markt and Saturn in Germany, and eBay in Australia. 

Jill Orr, Executive Vice President International at Triad Retail Media, said, “Significantly for us, Walmart was Triad’s very first partner back in 2004, and that partnership is still in place today. The Walmart proposition has developed over time to encompass multiple digital products and demand sources as the market has evolved, including email, video placements, mobile and the Walmart Exchange (WMX), which enriches the onsite customer experience by putting the right ads in front of the right target audience and accurately measuring campaign effectiveness. As a result, in the last few years, digital media revenues have grown exponentially. We look forward to going on the same journey here in the UK with the Asda Media & Partnerships team.”

Triad has been established in the UK for the last 18 months and already works with Asda on elements of its non-transactional digital content, including http://recipes.asda.com and http://babyclub.asda.com

* eMarketer

 About Asda

Asda Media & Partnerships (AMP) is Asda’s partnership marketing business. Formerly known as the Asda Media Centre, it aims to save brands money on their advertising through innovative partnership marketing, backed up with unbeatable data and insights.

About Triad Retail Media

Founded in 2004, Triad Retail Media is the market leader in creating, managing and operating Digital Retail Media programs for highly trafficked retail websites. Triad’s unique approach to retail advertising provides upside for retailers, brand advertisers and shoppers. Contextual and relevant advertising provides a much richer online-shopping experience while giving brands the opportunity to engage shoppers while they're making purchasing decisions. This custom advertising approach goes far beyond the banner and standard ad networks.

Triad Retail Media’s leading retail partners include Walmart, eBay, Toys“R”Us, CVS, Sam’s Club, Kohl’s and many other notable retailers. The company has thrice been named one of the fastest-growing private companies in the U.S. by Inc. magazine. Headquartered in St. Petersburg, Florida, Triad employs more than 500 people in 12 offices worldwide.