Asda Access capabilities are set to grow to include exclusive second-party partnership data, third-party banking and social demographic data.
LS Eleven Media Services has selected LiveRamp as its data collaboration partner to bring Asda Access to market. The solution will leverage LiveRamp’s platform to enable planning, audience activation, and campaign measurement powered by Asda’s first-party data.
This is underpinned by LiveRamp’s global Data Collaboration Network and supported by an identity infrastructure, with the aim of improving brands’ ability to deliver a more personalised advertising experience to Asda customers, as well as measuring the impact across upper funnel media channels.
Utilising Plan-Apps, brands have the opportunity to pick from approximately 3,000 predefined first-party audience segments or build custom audiences to suit a brief, supported by access to in-flight measurement and reporting. To further scale campaigns, brands can reach these customers across multiple off-site channels, including Meta.
In addition, they can work with the Asda Creative studio team to produce bespoke creative to better engage with customers online.
There are three collaboration models on offer: managed; self-serve for agencies who prefer to activate their own media buying; and super self-serve for brands who want direct access to granular Asda data in a LiveRamp clean room.
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Seth Tapsfield, Retail and CPG Director, LiveRamp UK, said: “Customers now expect more personalised, omnichannel experiences regardless of the media, so we are excited to partner with the Asda and LS Eleven teams to enable brands to connect with audiences derived from first-party data.”
“Asda Access and LiveRamp’s extensive network of data collaboration partners open up the ability for brands to implement holistic data-driven campaign strategies, enabling customer insights from activation to measurement, giving a clear, deterministic view of their campaign performance,” he added.
Asda Access offers a range of tools to help brands understand the impact of their media investment, such as in-flight reporting, closed-loop attribution and incrementality analysis, across both online shopping and in-store. Companies can also work with LS Eleven’s internal analytics team to run more bespoke analyses.
Jon Beill, Senior Director, LS Eleven, said: “We’re excited about these innovations, which give brands even more opportunities to connect with Asda shoppers through our Rewards customer data. As we continue to expand our retail media offering, we’re building out more channels to help brands reach the right audience, showcase their products effectively, and – crucially – measure the impact of their campaigns.”
Asda Access capabilities are set to grow to include exclusive second-party partnership data and third-party banking and social demographic data. Plans are also afoot to continue to expand the media footprint to include more off-site social and video platforms.
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