Advance Powered by Loblaw
With retail media accounting for 1-in-5 digital ad dollars spent in Canada in 2023, Loblaw that same year launched its own retailer media network, Advance powered by Loblaw.
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Loblaw's retail media merges key capabilities across its full enterprise, including PC Optimum sales, Loblaw Media, Loblaw Data Insights & Analytics subscriptions, and Consulting Services to create a single entry point for brands to optimize efficiency in business planning and spur data-driven outcomes.
“This holistic approach to planning and execution will allow brands to better integrate loyalty tactics, omnichannel media touchpoints and insights to develop effective retail and marketing plans that inspire customers at the right time, in the right way,” according to a Loblaw media release.
Through more than 1 billion yearly transactions across Loblaw’s nearly 2,500 stores, 10 million-plus unique monthly visitors to Loblaw’s digital platforms and the retailer’s loyalty program, the network is designed to help brands build and execute omnichannel strategies.
The key capabilities of Advance powered by Loblaw include:
The PC Optimum loyalty program, which boasts approximately 16 million active members
Omnichannel media, including in-store, onsite and offsite
The Loblaw retail media network also offers MediaAisle, an omnichannel solution for media buying. The platform’s closed-loop measurement provides near real-time sales data, including on sponsored products on Loblaw e-commerce sites and for programmatic display and online video throughout the digital landscape.
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