Schibsted is expanding its retail media offering through a partnership with TV4. Retailers can now use their own customer and sales data to identify and reach relevant target audiences on Schibsted’s websites and TV4 Play—and measure the impact all the way through to the point of sale. Together, Schibsted and TV4 reach 9 out of 10 Swedes every week.
This means that retailers can leverage the power of their first-party data beyond their own websites and apps. By matching it with logged-in users on Schibsted and TV4, target audiences can be identified and reached through advertising in some of Sweden’s largest media environments.
One of the first examples is a campaign for Ticketmaster and Cirkus Brazil Jack. Ticketmaster, which is the ticket reseller for Cirkus Brazil Jack, used its own sales data to create target audiences relevant to Brazil Jack, which could then be reached on Schibsted’s websites and TV4 Play.
The campaign ran for about four weeks and featured both static and video content. The results showed a 25 percent increase in traffic and a 27 percent increase in ticket sales.
“We create significant customer value by reaching relevant target audiences even outside our own channels. By combining our first-party data with Schibsted’s and TV4’s reach, Cirkus Brazil Jack was able to cost-effectively reach the right target audience with both video and display ads—and track the impact all the way to ticket sales,” says Felix Hessel, Performance Marketing Manager at Ticketmaster.
For Schibsted, this initiative is part of its ambition to evolve retail media from an offering centered on the actual point of purchase to a solution that can be used throughout a larger portion of the customer journey. By matching data against Schibsted’s and TV4’s databases of logged-in users, retailers can reach their target audiences outside their own platforms, while the impact of their communications can be demonstrated in a subsequent step using “clean room” technology to link ad exposure to sales.
– Retail media has enormous potential far beyond retailers’ own platforms. With TV4, we can now combine retailers’ first-party data with even greater reach and the power of moving images. This gives retailers the opportunity to use their own data to reach relevant target audiences throughout a larger part of the customer journey—while maintaining a connection to actual sales. “This is how we want to help drive the next phase of retail media in Sweden,” says Joakim Flodin, CEO of Schibsted Marketing Services.
TV4 further strengthens its offering with video content and reach. Together, Schibsted—with TV4 in its portfolio—reaches 9 out of 10 Swedes every week, giving retailers the opportunity to combine their own data with broad, conversion-driven communication in some of Sweden’s largest editorial media environments.
“By combining TV4’s reach with a customer-activated data warehouse, advertisers get both reach and precision in a single solution,” says Rikard Sjöberg, sales director at TV4.
Schibsted’s goal is to continue driving the development of retail media in Sweden and enable more retailers to scale their first-party data beyond their own platforms—from inspiration and brand building to conversion and measurable business impact.
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