The retail media arm of Australia’s leading drinks and hospitality business, MixIn by Endeavour, has partnered with leading retail media platform Zitcha, to facilitate its off-site media across Meta’s Managed Partner Ads (MPA). 
Meta’s MPA helps retailers and their brand partners maximise customer engagement by ensuring brands and customers are well-connected, whilst simultaneously elevating the customer shopping experience in a data-safe environment.
MixIn General Manager Martyn Raab says the partnership will allow suppliers to “close the loop” on seeing how their Meta brand spend impacts their ad performance.
“By leveraging Zitcha and the measurement from MixIn, brands can see the performance of their activity to deliver real insights and campaign measurement,” Mr Raab said.
“It means suppliers will be able to buy their Meta social media campaigns via MixIn and see which audiences viewed and responded to those campaigns.
“Suppliers will then be able to see if customers went on to purchase a product from the advertised brand through Endeavour Group channels such as BWS or Dan Murphy’s.
“It demonstrates a high return on investment through sales data at an anonymised cohort level.
“And one of the great things about this partnership is it protects the data of our consumers by never sharing personal information – the platform just sees them as an anonymous user,” he said.
Meta’s MPA provides unprecedented capabilities for retailers and their brand partners to track and measure off-site video and image ad performance, which can all be managed through Zitcha’s centralised media platform.
Zitcha CEO Troy Townsend says: “Retailers can significantly drive incremental revenues and drive additional sales for brand partners by optimising off-site media channels. Endeavour Group is home to some of the country’s most recognised liquor retailers and we are delighted to have been chosen by MixIn to maximise their Meta social media channels for greater effect.”
MixIn is amongst a select few of businesses that will be able to provide their brand advertisers with both online and in-store conversion reporting.