InMobi Commerce, an advertising technology platform for retailers and eCommerce companies, has formed a partnership with Woodman’s. Woodman’s is an employee-owned American supermarket chain with stores throughout Wisconsin and northern Illinois.

InMobi Commerce will launch the programme with a suite of video-based product discovery and monetisation solutions. These solutions will help Woodman’s engage and inspire shoppers, allowing them to discover and consider products in their shopping journey. The solution is expected to maximise reach for participating brands.

While other verticals are building momentum in retail media, grocery is still seen as the key vertical for future growth, according to eMarketer. In this partnership, InMobi will provide the grocer with video ad experiences to help enrich and shorten the consumer path to purchase. In addition to AI-powered campaign automation and optimization tools.
These video-led solutions have helped Woodman’s establish a Retail Media arm that is able to reach their loyal audiences across their eCommerce site (supported by Point Pickup). This allows them to attract conversations from national brands. This has helped Woodman’s position themselves as a differentiated retail media player that can offer full funnel marketing solutions to its marketing partners in a single window.

Remaining on the cutting edge

“As retail media continues to evolve, Woodman’s has been looking for partners to help us stay on the cutting edge. We need innovative solutions that will both attract deeper investment from our brand partners. Simultaneously, creates an easier, more seamless customer experience on our site,” says Dan Hess, Director of eCommerce at Woodman’s. “InMobi’s stance as a video-led platform that helps more regionally focused grocers with solutions like AI-powered campaign automation and optimisation. This has solidified them as the perfect partner for our retail media journey.”

This focus on video has made Woodman’s site a premium destination for their brand advertising partners. This now include both local brands and large national CPGs. Nestlé was one of the first to jump at the opportunity to utilise video experiences now available on Woodman’s site. Nestle started with sponsored product video.

“Video ad experiences have become key to attracting consumers’ attention in a world where brands are competing for it daily,” says Tyler Weigman, National Shopper Marketing Lead at Nestlé. “We are excited to partner with InMobi to bring our products to life through innovative video experiences on Woodman’s site.”

Leveraging InMobi’s supply side ad tech expertise

Leveraging InMobi’s ad tech expertise on the supply side, InMobi Commerce provides a platform for retailers to offer premium ad space. Furthermore, connect brands with high-intent shoppers as they research, browse, and shop online. The solution’s industry-first video formats include brand video, sponsored product video, and shoppable ads, providing advertisers with premium content. This helps drive increased engagement and return on investment.

“InMobi Commerce makes product discovery very seamless and helps consumers become more informed. They become acquainted with brands through its unique shoppable formats,” says Jimit Doshi, InMobi Commerce’s Senior VP and General Manager. “In a time where Consumer attention is precious, InMobi’s beautiful and native video experiences is proving the best opportunity for brands to meet consumers in their shopping journeys and closest to point of sale.”

Supported by machine learning and strategic insights, InMobi Commerce helps retailers to stage the programme with no additional resource investments. Additionally, offering advertisers solutions like an AI bidder helps brands launch campaigns under 90 seconds. While never having to worry about optimisation, bringing greater efficiency and effectiveness to the demand side as well.

Enterprise Times: What this means for business

InMobi Commerce appears to be an innovative suite of product discovery and monetisation solutions, for retailers and eCommerce companies. The solutions aim to maximise media-derived revenues. Retailers and brands are continually looking for innovative ways to bring consumer attention to their products. The company says it is a pioneer in launching shoppable videos to retailers. Helping them create high-impact video shopping experiences, moving immersive product discovery from social platforms back to their owned channels. The company has offices across the globe, including London, but to date appears to focus on the Asia Pacific region. With retail evolving rapidly, particularly in Europe, perhaps InMobi Commerce will start paying more attention to the European marketplace.