If you sell through a retailer, you already know the retail media offering. They no longer just sell shelf space or a homepage banner. They sell access to their own shoppers, off their own site, on the channels those shoppers actually spend time on: Meta, Google, TikTok.
That is off-site retail media, and for a supplier brand, it is usually the most effective targeting available, because it is built on the retailer’s own purchase data, not an assumption about who might be shopping.
What off-site retail media actually gives you
A retailer’s off-site offer takes its own first-party data, the people who actually shop with them, and lets you reach those same people on the channels where they scroll, search, and watch.
Here's an example: For a beauty brand on Woolworths, it could mean reaching Woolworths shoppers who buy in the beauty category.
The part that has held brands back
Every partner runs its own version of this. Different process, different account team, different way of specifying the audience and placement, different timeline to get a campaign live. A brand working with even two retailers is running two separate processes, often through two separate agency contacts, for what is fundamentally the same job: reach this retailer’s shoppers, off their site.
Multiply that by every partner you work with, and the admin becomes the actual bottleneck. Not the audience. Not the media. The process of getting from brief to booked. As more and more retailers and e-commerce players open up their offerings, the situation becomes more complex.
Booking every first-party audience in one place
This is what Flow’s Audience Marketplace changes.
Off-site campaign packages, the audience and media bundles built by partners like Woolworths, ARC, Dineplan and Bash, sit in the same marketplace as every other first-party audience on the platform.
You can browse what each of these data partners has made available and configure the package according to your budget and campaign objectives.
Added flexibility worth paying attention to. You are not limited to only booking campaign packages in isolation. Flow’s Audience Marketplace houses first-party data from more than 35 data partners spanning across industries, which you can add to any of your campaigns.
Now you’re truly building and executing a first-party data targeting plan, all in one place.
One login.
One planning tool.
One booking process,
whatever the mix of partners in your plan.
Let’s get practical
Take a beauty brand that sells through both Woolworths and ARC’s online store. Both retailers offer off-site campaign packages: Woolworths audiences reaching its own beauty shoppers, ARC audiences reaching its fragrance and skincare traffic. Booked separately in the old model, that is two logins, two account teams, two processes, running at two different paces.
Through Flow, both packages sit on a single platform. The brand can build out their retail media plan and bookings faster than ever before.
Now say the same brand wants to run an awareness campaign to reach people earlier in the decision, before they have picked a retailer at all: shoppers researching and reviewing beauty products. They can book a beauty reviewing audience from Hellopeter for their own campaigns, priming the market for their retail offers.
KEY INSIGHT 💡
The value here is not any one audience.
Woolworths audiences already convert. ARC audiences already convert. Hellopeter’s first-party data on reviewers and researchers is genuinely useful to the brand’s objectives on its own.
The value is that a brand no longer has to chase the audiences to execute this targeting.
Why first-party audience targeting matters
Flow’s Audience Marketplace has already shown what happens when first-party data is easy to access.
ARC campaigns booked through Flow drove year-on-year sales growth of 15% for Huda Beauty and 67% for Innisfree, with ARC audiences responsible for the vast majority of campaign traffic in both cases.
Woolworths' own proof of concept reached 3.6 million shoppers across 32 campaigns for 21 brands, with the team behind it saying they had overachieved on every KPI within a month.
Over a competitive Black Friday, Nivea reached 60 times more high-intent shoppers at a 32% lower cost per click.
Heineken saw 85% overall sales growth during the Champions League season.
Estée Lauder grew sales by 71%.
Veuve Clicquot and Moët & Chandon saw a 53% lift in sales value over the festive season.
That is what first-party data does when getting hold of it stops being the hard part.
WHAT NEXT?
Browse Flow’s Audience Marketplace
to see the off-site campaign packages already live from partners like Woolworths, ARC, Dineplan, and Bash, as well as the hundreds of other first-party audiences from more than 35 data partners.
Or chat to the Flow team
and we’ll help you set up the perfect custom targeting plan for your next campaign.
Frequently asked questions
1. What is an off-site retail media campaign?
It is media a retailer or e-commerce partner sells that reaches its own shoppers off its own site or app, typically on channels like Meta, Google, or TikTok. It is built on the retailer’s first-party purchase data rather than broad targeting assumptions.
2. What are Flow’s campaign packages, and who can book them?
Ready-to-book packages built by a partner: media placements and audiences combined, priced by the partner. Each partner makes its packages available to its supplier brands, and can choose to list packages on the open marketplace more broadly. If you work with a partner like Woolworths, ARC or Bash, these will be available to you.
3. What's the difference between a campaign package and booking a first-party audience directly?
A campaign package is a partner’s own bundle of audience and media placement, already matched and priced by the partner. Booking a first-party audience directly means you choose the segment yourself and build the plan around it. Both are bookable from the same marketplace.
4. Can I book audiences and campaign packages together?
Yes. That is the point of Audience Marketplace 2.0. Individual first-party audiences and the campaign packages built by partners like Woolworths and ARC sit in the same marketplace and book on one plan. Packages are available to brands with access to that partner’s commerce media offering.
5. Do I need a Flow account to get started?
No. You can browse the marketplace, plan, and add audiences to your cart without a login. You only sign in when you are ready to book.
