Platformance has revealed details about a platform co-developed with MCN’s UM and a global FMCG and health brand in a live campaign environment, helping shape its optimisation, report and insight capabilities.
The platform aimed to address a highly fragmented retail media ecosystem, where retailers, advertisers and media agencies often operate across disconnected platforms, inconsistent reporting structures and limited measurement capabilities.
To address this, Platformance launched RADIUS, a single unified retail media platform for planning, activation, optimisation and reporting. To further ensure that the platform was built around real advertiser needs, Platformance partnered with the media agencies of Middle East Communications Network (MCN) as its strategic launch partners.
Abdelnabi Alaeddine, Regional Director Digital and Partnerships, UM MENAT, said, ˝Launching RADIUS alongside Platformance has been a genuinely collaborative process. Working together in live campaigns allowed us to shape the platform around real operational needs – simplifying how retail media is planned and activated, while giving us far greater visibility into performance across retailers.”
Aleddine added, “Having a unified view across retailers has fundamentally improved how quickly we can understand performance and optimise investment for our clients. Instead of piecing together fragmented reports, weˇre able to quickly identify the retailer-market combinations driving the strongest outcomes and act on those insights immediately. For this particular client, that ability to surface insights quickly and reallocate budget accordingly played a key role in delivering the 60 per cent uplift in transactions we saw during the campaign.”
Addressing the advertiser’s challenge
The advertiser was already investing in retail media across multiple brands and retailers, but the ecosystem was difficult to manage effectively.
Each retailer operated within its own platform, performance data was siloed, and there was no reliable way to compare outcomes across partners.
This made it difficult for the agency and advertiser to quickly identify which retailer and market combinations were driving results, and where budgets should be scaled.
As retail media investment increased, the need for a unified operating layer became clear.
The collaborative approach by Platformance and UM
Working alongside UM, Platformance deployed RADIUS as the central operating layer across the advertiserˇs retail media activity.
RADIUS consolidated retailers and formats into a single interface, simplifying cross-market planning. Artificial intelligence (AI) features built into the platform surfaced insights from previous campaigns, highlighting high performing combinations and informing where budget should be deployed from the outset.
As campaigns went live, RADIUS translated live performance data into clear visual outputs. This allowed teams to quickly identify which retailer-market combinations were driving results and act immediately, shifting budget towards stronger performers without delay.
This became critical as investment scaled 3.6 times from month one to month two, with return on advertising spend (ROAS) remaining positive throughout.
With continuous, AI-supported insight generation, performance was then refined further, improving ROAS by 26 per cent in month three, as budget was concentrated into the highest-performing areas.
All activity was standardised into a single, unified view. Both Platformance and the agency worked from the same data, with no need to reconcile multiple platforms, enabling faster, more confident decision-making with better collaboration across teams.
Rohan Sawant, Director – Programmatic and Retail Media, Platformance, said, “We designed our retail media solution to solve longstanding challenges like fragmented reporting and suboptimal budget allocation. The results have been immediate and meaningful, driving strong impact right from the start. And this is only the foundation, our ambition is to continuously evolve the product and redefine the benchmarks of retail media excellence.”
Results of the campaign
The advertiser moved from fragmented execution to a continuous optimisation model, where insight directly informed investment decisions.
Retail media became not just easier to manage; the results were also clear for all to see.
The campaign witnessed more than 92,300 transactions recorded in Q4 2025. It also witnessed more than 60 per cent uplift in transaction within the first month of action with more than 8 per cent media investment, which was deployed over the course of Q4, while maintaining a positive ROAS throughout.
Overall, this resulted in the clear identification of the most effective retailer-market combinations, enabling more confident budget allocation.
CREDITS:
Client: Kenvue
Agencies: Platformance and UM
