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Publicis Groupe (Paris:PUB):
Carrefour Group [Euronext Paris FR0000120172, CAC 40] and
Publicis Groupe [Euronext Paris FR0000130577, CAC 40] announce
their intention to create a joint-venture to address the booming
retail media market in Continental Europe and Latin America.
Retail Media is the fastest-growing channel for media spend,
revolutionizing traditional media hierarchies. Within the next
three years, it is expected to overtake TV advertising spend for
U.S. consumer packaged goods companies. In continental Europe,
retail media is rapidly gaining traction and the addressable market
is expected to exceed €5bn by 2026 according to IAB and internal
analysis.
Through this joint venture and as founding partners, Carrefour
and Publicis will leverage their leadership positions in their
respective industries, aiming to bring to Europe and Latin America
the same scale and connectivity that is enabling the retail media
boom in the U.S.
By combining Publicis’ advanced technologies, ‘CitrusAd powered
by Epsilon’, with Carrefour Links’ retail media knowledge and
expertise, this new venture will build a comprehensive media player
that addresses the entire Retail Media value chain. It will span
technology for inventory creation and data sharing for merchants to
the full commercialization of media and data solutions for
advertisers, backed directly by merchant transactions, across
Continental Europe, Brazil and Argentina.
This joint venture has the ambition to rally multiple new
retailers, to build an unparalleled network of inventories and
accelerate the development of retail media in Europe and Latin
America. Its ultimate goal is for any company with direct customer
touchpoints and first party data to join the platform, in order to
monetize their assets and partner with advertisers to build more
efficient marketing strategies, and boost their business.
Alexandre Bompard, Chairman and CEO of Carrefour Group,
declared: “We understood very early on that our data had tremendous
value potential. We were one of the first retailers to launch
retail media. Last year, we accelerated by creating Carrefour
Links. Today, we want to go further and beyond the limits of our
current model. We are going to create an alliance with an industry
expert, the Publicis Groupe, to change three things: first, we will
put tech at the heart of our model, second, we will go up in the
value chain, by creating retail media solutions by ourselves, and
third, we will conquer new markets, both in continental Europe and
in Brazil. With this alliance, our digital transformation takes on
a new dimension and allows us to access a new market with
tremendous growth.”
Arthur Sadoun, Chairman of the Management Board of Publicis
Groupe, said: “After the digital media revolution in the 2000’s
and the social media revolution in the 2010’s, retail media is
revolutionizing once again established hierarchies and opening up
new opportunities for marketers. Until now, the fragmentation of
the market in Europe and Latin America has made it difficult for
brands to fully unlock its potential. This is why we are acting
today. By joining forces with Carrefour, a clear leader in this
domain across Europe and Latin America, we will be able to provide
clients with unparalleled customer understanding, and direct access
to premium inventories, the ones that generate the highest
conversion rates and Return-On-Ad-Spend for advertisers. This is a
critical milestone to help marketers take back control of their
customer relationships, accelerate their readiness for a
cookie-less world and deliver a successful media strategy.”
The joint venture will be held 51% by Carrefour and 49% by
Publicis Groupe. It is expected to start operations in the first
half of 2023, subject to customary regulatory conditions and usual
legal consultations.
Additional information
Retail Media leverages retailers’ premium relationships
with their customers to help marketers deliver targeted marketing
campaigns on retailer premises (on-site or instore) and expand
their reach on publisher premises thanks to retailer data. It
provides measurement validated directly by on-line and instore
transactions.
New data regulation and the anticipated end of third-party
cookies are setting a real challenge for digital platforms and
marketing players to continue to reach customers. In this context,
the large loyalty programs operated by retailers, with strong
consented databases, as well as their regular touchpoints with
customers online and instore, provide them with unparalleled assets
that can benefit their industrial partners and, more broadly, any
advertiser.
By joining forces, both companies will further reinforce their
retail media leadership in their respective industries:
Carrefour identified the market potential very early on
and paved the way in Europe by building Carrefour Links, its data
collaboration platform & retail media offer. Thanks to its
first-party data, unique in volume and in quality, representing 8
billion transactions and 80 million customers around the world,
Carrefour Links is already serving more than 300 Brand
partners.
Similarly, Publicis has developed best-in-class retail
media capabilities since the acquisition of Epsilon and CitrusAd,
launching in June 2022 the industry’s first unified on-site and
off-site retail media platform: CitrusAd, powered by Epsilon. This
platform, fueled by Epsilon's 300 million CORE IDs, delivers
best-in-class identity resolution, with no dependency on
third-party cookies, for optimized activation in a
privacy-by-design way. Epsilon and Citrus equip more than 150
retailers across the world, and have a leading position both in the
U.S. and the UK.
About Carrefour
With a multi-format network of over 13,000 stores in nearly 40
countries, the Carrefour Group is one of the world's leading food
retailers. The Group recorded revenue of €81.2 billion in 2021. Its
network of consolidated stores has more than 370,000 employees who
help to make Carrefour the world leader in the food transition for
everyone, providing everybody with access to high-quality,
affordable food every day, no matter where they are. In total, more
than 500,000 people work for Carrefour throughout the world.
Carrefour is headquartered in France and publicly listed on the
Euronext Paris Stock Exchange (code ISIN: FR0000120172, CAC
40).
For more information, visit www.carrefour.com, or find us on
Twitter (@GroupeCarrefour) and LinkedIn (Carrefour).
About Publicis Groupe - The Power of One
Publicis Groupe [Euronext Paris FR0000130577, CAC 40] is a
global leader in communication. The Groupe is positioned at every
step of the value chain, from consulting to execution, combining
marketing transformation and digital business transformation.
Publicis Groupe is a privileged partner in its clients’
transformation to enhance personalization at scale. The Groupe
relies on ten expertise concentrated within four main activities:
Communication, Media, Data and Technology. Through a unified and
fluid organization, its clients have a facilitated access to all
its expertise in every market. Present in over 100 countries,
Publicis Groupe employs around 96,000 professionals.
www.publicisgroupe.com | Twitter:@PublicisGroupe | Facebook |
LinkedIn | YouTube | Viva la Difference!
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Carrefour Investor Relations Sébastien Valentin,
Anthony Guglielmo and Louise Brun Tel: +33 (0)1 64 50 79 81
Shareholder Relations Tel: 0 805 902 902 (toll-free in
France) Group Communications Tel: +33 (0)1 58 47 88 80
Publicis Groupe Corporate Communications Amy
Hadfield amy.hadfield@publicisgroupe.com Tel: +33 (0)1 44 43 70 75
Investor Relations Alessandra Girolami
alessandra.girolami@publicisgroupe.com Tel: +33 (0)1 44 43 77
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