At Pacvue, we recently announced our integration with the CitrusAd open API to expand advertising to retailers across grocery, pet, apparel, and other industries. With the integration, brands and agencies will be able to manage sponsored product ad campaigns using Pacvue’s suite of programmatic bidding, analytics, and automation tools.
We’ve heard a lot of excitement from marketers about this opportunity to reach consumers no matter where they choose to shop. In particular, advertisers are taking advantage of the CitrusAd Grocery Network, the fastest-growing eCommerce ad network of grocery retailers. With online grocery sales expected to surpass $100 billion in 2021 and nearing 10% of total grocery sales in the US, CPG brands are looking for more ways to extend performance with retail media.
The Grocery Network
The CitrusAd Grocery Network encompasses more than 23,000 stores and represents $180 billion in omnichannel sales. The network includes both local favorites and well-known national retailers, including:
- Harris Teeter
- Hy-Vee
- Weis
- United Supermarkets
- Wakefern Food Corp., which includes ShopRite, Price Rite Marketplace, and others
Retailers integrate their eCommerce retail platforms with the CitrusAd network to enable sponsored product ads and display media on their marketplaces. Brands that sell items with these retailers can use CitrusAd to run paid media campaigns and reach high-intent shoppers.
According to CitrusAd, the average basket size on the Grocery Network is $156, an increase of 31% year-over-year. Brands typically see a high conversion rate, strong repeat purchase behavior, and significant ROAS when advertising on online grocery channels.
CitrusAd and Pacvue
Advertising on the CitrusAd Grocery Network offers several benefits to brands:
- Retailer Reach: access the largest network of grocery retailers in a single platform
- Transparent Reporting: click-based, one-to-one sales attribution, with reporting broken out by retailer
- Relevancy: CitrusAd ensures the best SKU is served in ad positions, creating a positive shopper experience and ultimately driving more efficient performance
- Precise Targeting: bid on exact keywords in a 2nd-price CPC auction
Brands that are already using Pacvue to manage their advertising campaigns on other marketplaces will be familiar with the rule-based optimization, Share of Voice tracking, keyword harvesting, and other features from Pacvue that can enhance campaign performance on the Grocery Network. Similarly, Pacvue is the only eCommerce advertising platform with a Unified Retail Media dashboard that combines aggregate and side-by-side reporting across retailers, from those in the CitrusAd Grocery Network to Amazon, Walmart, and more marketplaces.
