Criteo, a commerce media company, has teamed up with Swiggy, an on-demand convenience platform, to power its offsite retail media campaigns, enabling endemic and non-endemic brands to engage with high-intent audiences across the open internet and OTT platforms.
With this development in place, the collaboration will bring Criteo’s advanced technology to help Swiggy and its brands drive full-funnel marketing outcomes outside of the Swiggy website.
As per the company, this collaboration has already delivered successful outcomes for brands such as Kellogg’s, which leveraged this partnership to drive conversions and attract new-to-brand shoppers. Criteo created commerce audiences to meet the brand objectives which include behaviours focused on convenience and nutrition. The campaign achieved a return on ad spend (ROAS) of 1.9, a new-to-brand rate of 25%, and reached over 50% of the target audience, with further improvements anticipated as the attribution window matures.
The story with Kellogg’s was announced at Criteo’s flagship event, Criteo Commerce Forum, held in Gurgaon for the second consecutive year in India. The theme was “Uniting the Commerce Ecosystem”, with Criteo’s global and local executives, along with partner agencies, retailers, and brands, exchanged thought leadership on the key topics in the industry such as commerce insights and ecosystem trends, the evolution of performance marketing and best practices in retail media through presentations and fireside chats.
This partnership elevates Criteo’s position in retail media, and Swiggy in the evolving quick commerce landscape, delivering measurable value for businesses across the ecosystem, the company further clarified.
Commenting on the development, Medhavi Singh, Country Head, India, said, “Criteo has a leading market footprint in retail media, including 65% of the top 30 retailers in the Americas and 50% 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 optimise media planning for better results in one unified platform.”
To this, Amitkumar Banka, Head of Growth Marketing, Swiggy, said, “Quick commerce is growing rapidly in India, with a 77% YoY growth, and is expected to continue growing at a rate of 40-45% . 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.”
Furthermore, Kashish Vasandani, Director Growth, Swiggy, said, “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.”
