ASOS and Criteo have signed a three-year partnership to accelerate the retailer’s global retail media business.
Criteo will be the exclusive partner for endemic brands advertising across ASOS’ app and web experience, launching in four markets before expanding to all global territories.
After admitting to a ‘poorly planned’ marketing budget last year that focused too much on performance (80% of its spend), Criteo will hope to boost its sales growth through new plans.
The agreement will see Criteo’s commerce media technology power ASOS’ new sponsored ads to enable intent-based targeting of ads within search results and product listing pages.
It will also enhance the retailer’s onsite display ads with relevant brand messaging and offsite adverts across premium publisher sites and connected TV (CTV), powered by ASOS’ first-party data.
These new propositions aim to give brands on ASOS’ platform improved targeting and measurement capabilities throughout the overall buying journey.
Elton Ollerhead, Director of ASOS Media Group (AMG) commented: “The ASOS vision is to become the go-to global destination for fashion-loving 20-somethings and we want to take brands on the journey with us, helping advertisers showcase their products through our fashion lens. Criteo’s technology is proven at scale and designed for retail, which opens up enormous opportunities for brand advertisers across our key markets.”
Criteo’s solutions will allow AMG to scale campaign volume and resulting advertising revenue, while complementing their existing advertising offering across creative solutions, social media, targeted email and app push notifications.
Working with ASOS’s in-house media team selling to global brands, Criteo will drive demand among mid to long-tail brand targets. Criteo will also spur incremental agency demand through its client solutions teams across Europe and the US.
“Criteo is excited to enhance [ASOS’ shopping experience] with relevant and native advertising,” said Sherry Smith, General Manager, Global Enterprise at Criteo.
The initial deployment will take place across the UK, US, France and Germany, before expanding to all global territories ASOS operates in.