Announcing our retail media partnership with Mimeda in Türkiye

A Strategic Move Towards the Future

WPP Media Türkiye and Mimeda, Türkiye's leading retail media company, have announced a strategic partnership to provide brands with more direct access to target audiences and enhanced sales performance. This collaboration combines WPP Media's global media planning and buying expertise with Mimeda's local insights and technological infrastructure, supported by Migros's extensive retail experience. In line with WPP Media's vision to shape the future of the marketing and media industry and its Open Intelligence approach, this partnership ushers in a new era of data-driven decision-making, technological innovation, and customer-centric solutions. While global investments in Retail Media are expected to reach $160 billion by 2027, this collaboration aims to accelerate sustainable growth in Türkiye's developing retail media market and offer more creative and results-oriented solutions for brands in the digital advertising channel.

In summary, this partnership between WPP Media Türkiye and Mimeda goes beyond a standard Mimeda media buy. While Mimeda offers valuable retail media inventory, investments made through WPP Media introduce a distinct layer of strategic advantage.

Key Takeaways: 

• WPP Media Türkiye is forging a strategic partnership with Mimeda, Türkiye's first retail media company, to solidify its leadership in the retail media sector. 

• Brands are offered more targeted and effective advertising solutions by leveraging Mimeda's deep understanding of the local market and Migros's rich experience in retail. 

• This collaboration perfectly aligns with the growing strategic importance of retail media within today's digital advertising ecosystem. 

• The goal is to foster long-term growth and continuous innovation in Türkiye's retail media market, developing unique and results-oriented solutions for brands. 

Implications for Brands: 

• Enhanced Audience Segmentation and More Direct Reach: Investments made through WPP Media benefit from our advanced data analytics and "Open Intelligence" vision. This allows for much better and more detailed audience segmentation than would be possible with direct or standard purchases. Thanks to Migros's extensive retail network, we leverage a richer data set and more sophisticated tools to identify and reach highly specific consumer groups within the retail environment. 

• Improved Measurement and Data-Driven Campaign Optimization for ROI: The partnership provides brands with access to advanced measurement and reporting tools that allow for a more comprehensive evaluation of campaign performance and a clearer view of return on investment (ROI). With Mimeda's customer insights, it offers the opportunity to continuously optimize campaigns to maximize ROI. 

• Access to Premium Retail Media Inventory: Brands gain access to Mimeda's exclusive retail media inventory across its extensive network, including in-store screens, various digital channels, and advanced e-commerce platforms. This creates unique opportunities to increase brand awareness and engage with consumers at every stage of their journey. 

• Programmatic Advertising Advantage: Programmatic advertising solutions offer the ability to manage campaigns more efficiently. 

• Innovative Activation and Reporting Infrastructure: The partnership aims to provide brands with a more dynamic and optimized activation and reporting infrastructure. This includes streamlining campaign processes, accelerating access to real-time data, and analyzing campaign performance in more detail. This enables brands to continuously improve their marketing strategies and maximize their return on investment. 

• Sustainable Competitive Advantage: Brands will gain a long-term competitive advantage in the Turkish market by leveraging the unique benefits offered by this strategic partnership. By reaching consumers at the point of purchase with personalized and engaging messages, they will be able to increase brand loyalty and expand their market share. 

This strategic collaboration between WPP Media Türkiye and Mimeda marks the beginning of a new era in the Turkish retail media sector. By combining global expertise, deep local market knowledge, and a commitment to data-driven, innovative solutions, this partnership enables brands to connect with consumers more meaningfully and effectively, increase sales, and achieve sustainable growth. 

 Our partnership allows for the design of campaigns that uniquely align with a brand's specific goals, target audience details, and desired outcomes in the retail media space, going beyond standard packages. 

As an extension of WPP Media's commitment to innovation and its vision for an open and intelligent marketing ecosystem, this partnership will facilitate a step-by-step approach to the advanced data analysis and targeting vision offered by Open Intelligence, helping brands further optimize their marketing strategies and gain a competitive edge. 

For further information, please contact: 

WPP Media Turkiye Marketing & Communications ↗