Retail Media
Managed advertising across Tesco, Sainsbury's, Waitrose, Ocado and beyond — built to work alongside your Amazon strategy, not in isolation.
Retail media spend outside Amazon reached an estimated £283m in the UK in 2023, growing around 12% a year. Every retailer runs its own platform, audience data and reporting standard: Tesco's Sphere gives closed-loop, in-store and online measurement; Sainsbury's Nectar 360 gives access to 18 million unique monthly shoppers; Waitrose shopper behaviour and repeat-purchase patterns differ meaningfully from Tesco's. Managing this well means treating each retailer's platform on its own terms, not applying an Amazon playbook to a different data environment.
We run retail media the way we run Amazon: performance data driving media allocation, not spend for visibility's sake.
Campaigns are built around each retailer's specific audience tools and measured against category benchmarks, then tied back into your wider Amazon and ecommerce activity so retail media operates as one channel among several, not a disconnected line item.
For brands with the scale to justify it, DSP and AMC are where advertising stops being a cost line and starts compounding: better DSP targeting lifts sponsored ad click-through and organic rank, which lowers the cost of the next pound of DSP spend.
Why Unicorn Orange
Every retailer is a different platform. We treat them that way.
Retailer-specific, not copy-pasted
Each platform's audience and measurement tools used on their own terms, not an Amazon playbook forced onto different data.
Full-funnel, including in-store halo
We track when online media shows up as in-store growth, not just last-click online sales.
Integrated, not siloed
Retail media tied back into your Amazon and wider ecommerce activity as one channel, not a separate line item.
Retail Media in practice
Four accounts, and what changed.
FEATURED CASE STUDY
Oral Care Brand
via CitrusAds & Tesco Sphere
Challenge
A crowded, loyalty-driven oral care category dominated by Colgate and Oral-B, where big-brand marketing budgets and stronger retailer terms make shelf and online visibility hard to win for a smaller challenger brand.
+62%
Sales YoY, vs 4.31% subcategory average
+37%
Shopper base growth, while the subcategory declined
3.6x
ROAS during increased-spend periods, up from 2.2x
Solution
Targeted, cost-efficient CitrusAds campaigns, including checkout activity when on deal, combined with Tesco Sphere's audience insight and closed-loop measurement, to drive trial and sales without competing pound-for-pound on big-brand budgets.
£3
CPA by end of month one, down from £5
4.6
ROI by month 3, up from 3.5
We're delighted with our performance across the retailers so far and we're so excited about the opportunity to turbo-charge our online retailer sales further. Aligning our strategies and promos across Amazon and our retailers, with Unicorn Orange has been great
Head of Sales, Waken
Goal
Build a paid advertising strategy across UK retailers focused on new customer acquisition, using search term and complementary-product research specific to each retailer's own search data.
Waken
Waken
Full-funnel DSP for B2B growth
18%
of total retailer sales, above the 15% benchmark
See how retail media could extend your growth beyond Amazon