New Innovator: Zenbundle aims to recognise what a consumer is buying online and offer relevant add-on purchases
Retail media advertising is set to grow significantly over the next five years and Dublin-based ad-tech start-up Zenbundle is aiming to capture a piece of the action by providing big brands with a seamless way of cross-selling products and services through partnerships with complementary retailers.
Underpinning Zenbundle’s quest for market share is a clever piece of technology that recognises what a consumer is buying online and offers them relevant add-ons at a special price. For example, someone browsing for a TV may be offered a discounted streaming service at the same time. The special offer is redeemed within the main purchase with a simple click, and Zenbundle and the retailer make money when an ad converts to a sale.
“Our platform intelligently embeds contextual brand ads and offers into relevant consumer journeys and this enables brands to reach their audiences at pivotal purchasing moments,” says company co-founder Shane Fay, who is no stranger to the interlinked worlds of consumer technology and driving growth through retail channels, having spent more than 20 years with companies such as iQon Technologies and Sky.
“Having worked both with retailers and on partnerships with global brands I could see they were having a growing problem reaching their customers due to a fundamental shift in digital marketing caused by Apple iOS privacy changes, GDPR regulation and third-party cookies being banned from browsers.
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