Morrisons launches media business to capture brands’ advertising revenues

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Morrisons has become the latest retailer to launch an advertising media business connecting brands to consumers.

The new Morrisons Media Group, in partnership with marketing specialist SMG, is described as “a full-service internal advertising agency team” that will “leverage creativity, data and technology and help brands advertise to customers through Morrisons-owned and external media platforms via one central function”.

Morrisons’ media division will provide opportunities for brands to communicate with shoppers in its stores as well as through its presence on Amazon and with rapid delivery partners.

There are also plans to offer targeted marketing on a store-by-store basis. The use of My Morrisons loyalty data and the grocer’s ecommerce data will create “greater opportunities to connect with bespoke audiences to deliver more personalised advertising”.

Morrisons chief customer and marketing officer Rachel Eyre said: ”We want to work more closely with our suppliers on targeted, high-performing campaigns that will benefit both their businesses and our customers. The new dedicated internal agency team at Morrisons Media Group will do just that.”

Big retailers are increasingly exploiting the marketing and advertising potential of their store networks and websites, which draw millions of consumers.

In its most recent financial year, Amazon, for instance, generated revenues of $31.2bn from advertising.

Last year, Tesco launched the Tesco Media & Insight platform, run with Dunnhumby, to make the most of the value of Clubcard customer data for brands.