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Screens light up the bars,
Tech partnerships now expand,
Digital unfolds.
Australian Venue Co. expands retail media network with Zitcha, Mercato, Perion partnerships
Australian Venue Co. (AVC) has debuted new technology partnerships aimed at enhancing its Retail Media Network, known as AVC experience+. The partnerships involve Zitcha, Mercato, and Perion, formerly known as Hivestack.
AVC, a prominent hospitality operator in Australia and New Zealand, manages 238 venues across Australia. The company attracts approximately 15 million consumers annually and has access to 6 million first-party customer profiles. This extensive reach is set to be further leveraged through the newly announced collaborations.
Zitcha, one of the partners, will focus on streamlining and unifying off-site inventory management, planning, buying, and campaign operations. This will enable a self-service model for advertisers, potentially simplifying the process of engaging with AVC's extensive consumer base.
Mercato, another partner, has been designated as the exclusive provider of in-venue bar screens. The company plans to complete a nationwide rollout of high-impact screens by the end of February. Currently, over 450 screens are active across AVC's network, offering on-premise targeting opportunities for advertisers.
CEO of Mercato, Vanessa Rob, said: "AVC are true pioneers as the first hospitality group to invest in small on-bar screen format to capture attention at the point of sale. This investment will mean that advertisers get the most bang for their buck."
The third partner, Perion, will work on connecting AVC's in-venue screens to broader digital ecosystems. This connection is expected to enhance programmatic capabilities and commercial opportunities, allowing for a more integrated advertising approach.
The overarching goal of these partnerships is to transform AVC experience+ into a fully digitised, self-service retail media network.
Head of Retail Media at AVC, Uno de Waal, said: "The addition of these partners marks a pivotal step forward for AVC experience+, transforming it into a fully digitised, self-service retail media network that guarantees a great experience for both our advertising partners and patrons."
