The commerce media company Criteo announced a partnership with the on-demand convenience platform Swiggy to power its offsite retail media campaigns. This partnership allows brands, both endemic and non-endemic, to interact with audiences who have high intent on OTT platforms and the open internet. Through the partnership, brands, and Swiggy will be able to leverage Criteo’s cutting-edge technology to achieve full-funnel marketing results off of the Swiggy website.
For brands like Kellogg’s, which used the partnership to drive conversions and draw in new customers, the collaboration has already produced positive results. Criteo developed commerce audiences to achieve the brand’s objectives, which include convenience and nutrition-focused behaviors. With more improvements expected as the attribution window matures, the campaign reached over 50% of the target audience and achieved a return on ad spend (ROAS) of 1.9 and a new-to-brand rate of 25%.
This year’s Criteo Commerce Forum, held in Gurgaon, India on September 18, 2024, for the second year in a row, featured the announcement of a success story involving Kellogg’s. With the theme “Uniting the Commerce Ecosystem,” global and local executives of Criteo, along with partner agencies, retailers, and brands, engaged in fireside chats and presentations to share thought leadership on important industry topics like ecosystem trends and commerce insights, performance marketing’s evolution, and best practices in retail media.
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Through this partnership, Swiggy and Criteo will both be able to capitalize on their leading positions in retail media and the rapidly changing quick commerce space, providing quantifiable benefits to businesses throughout the ecosystem.
Amitkumar Banka, Head of Growth Marketing, Swiggy said,
“Quick commerce is growing rapidly in India, with a 77 per cent YoY growth, and is expected to continue growing at a rate of 40-45 per cent. Our partnership with Criteo will allow our partner brands and non-endemic brands to reach and engage with quick commerce shoppers across the open internet.”
Kashish Vasandani, Director – Growth, Swiggy added,
“The success stories with Kellogg’s and other CPG brands showcase the effectiveness of Criteo’s retail media capabilities that can unlock value for all players in the advertising ecosystem.”
Medhavi Singh, Country Head, India, commented,
“Criteo has a leading market footprint in retail media, including 65 per cent of the top 30 retailers in the Americas and 50 per cent of the top 30 in EMEA, and we are broadening our retail media presence in India and APAC. We are proud to partner with Swiggy, one of the leaders in the quick commerce space, to power their offsite retail media campaigns to further scale in the industry. As the needs for retail media in India grow rapidly, Criteo’s retail media solutions powered by its advanced AI and commerce data enable businesses to make informed decisions and optimize media planning for better results in one unified platform.”
