September 19, 2023

New marketing cooperation with OBI First Media Group

Publicis Media and OBI First Media Group conclude extensive marketing cooperation agreement

OBI First Media Group, the retail media subsidiary of OBI, has entered into an extensive retail media marketing partnership with Publicis Media. Publicis Media is the first agency group in Germany to secure access to OBI First Media Group's entire retail media portfolio. As a result, OBI's retail media spaces can now also be booked via one of the world's largest media agency networks.

OBI has been successfully offering retail media with the OBI First Media Group (OFMG) since 2018. Last year, the retail media offering was then opened up to customers outside the traditional do-ityourself (DIY) segment. Through the partnership with Publicis Media, access for non-endemic customers to the OBIRetail Media offering is now even easier and more widely available. From now on, customers will benefit from individualized full-service solutions and Publicis Media's extensive expertise in media buying, content, data, analytics and insights.

The deal is the first retail media deal of its kind in Germany. It gives Publicis Media access to the entire portfolio of OBI First Media Group. Particular attention will be paid to Digital Out Of Home (DOOH), billboard advertising and OFMG's onsite spaces. The partners will work together on further formats and individual implementation solutions. This strategic alignment illustrates the efforts of both companies to leverage the opportunities and reach of these media channels to optimize holistic planning for their customers.

With more than 30 million monthly online store visits in Germany and Austria, over one million fans on the social media channels and almost 300 digital signage spaces in the respective OBI stores, OBI's platforms and media offer the ideal environment for placing products with a wide reach - and always in the relevant target group at the right time.

Patricia Grundmann, Vice President Retail Media & Managing Director of OBI First Media Group, says: "We are proud to have signed an unprecedented agreement with Publicis Media. It proves how important this still young media genre now is."

Katja Reis, Chief Operating Officer Publicis Media, says: "With this partnership, we enable our clients to make the retail media genre an integral part of their target group approach, supported by the expertise of OBI First Media Group. We firmly believe in the relevance and reach of retail media for the communication planning of the future."

Dennie Trost, Principal Channel Sales at OBI First Media Group and responsible for the cooperation, adds: "With the marketing cooperation with Publicis Media, we are breaking new ground at OBI First Media Group. Cooperations like this are a novelty in the German retail media market and a new perspective for the future."

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