How FairPrice Group grew its onsite ad revenue by 3.5x with Osmos

Background

FairPrice Group is one of Singapore's largest supermarket retailers, part of the NTUC social enterprise, operating grocery and retail formats nationwide. Through this footprint, it reaches millions of identifiable shoppers and holds first-party transaction and loyalty data that most retail media programs don't have access to.

It had already put those advantages to work. FairPrice Group served its own house ads through an iframe-based ad unit, assembled advertiser packages directly, and had launched its own advertiser program, FPG ADvantage.

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Challenge

A sophisticated ad program was becoming harder to scale.

FairPrice Group’s problem was no longer finding inventory to sell. It was the effort of running the program as it grew.

The setup had been built and managed internally, with ad experiences hosted through an iframe and much of the campaign operations handled by the FairPrice Group team. As the program moved into more formats and more advertisers, every separate workflow added more manual effort.

FairPrice Group needed one place to run its retail media, without giving up the control and commercial model it had already built. It needed to:

• Support managed-service and self-serve advertisers side by side
• Package inventory around key retail moments
• Bring on more advertisers without adding the same amount of operational work

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Solution

FairPrice Group chose Osmos to power its onsite retail media program, so the team could expand its offering while continuing to run FPG ADvantage on its own commercial model.

• Expanded monetisation from Display to Product Listing Ads
  FairPrice Group began with Display and subsequently introduced PLA, opening up a performance-led format closer to the point of purchase and creating another way for advertisers to invest with FairPrice Group.
• Enabled audience-led Product Listing Ads
  With Osmos’ audience targeting capability within PLA, FairPrice Group enabled its advertisers to combine product promotion with FairPrice Group's shopper audiences and make campaigns more relevant to specific customer segments.
• Turned FairPrice Group's ad-package model into a repeatable capability
  FairPrice Group was already packaging media for advertisers. Osmos built Ad Packages so that model now runs inside the product, with packages created and managed directly by the team. 
• Leveraged Osmos' orchestration to expand beyond onsite
  With Osmos’ unified infrastructure, the retailer is now extending its advertiser campaigns into offsite media, bringing onsite and offsite campaign operations into a single environment.

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Impact

FPG ADvantage saw YoY growth across key commercial metrics:

• Onsite ad revenue grew by 3.5x
• PLA revenue grew 52%
• Ad revenue per advertiser grew by 3.6x
• Advertisers participating in display grew by 4.5x

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