60% Uplift in Transactions Through Smarter Retailer-Level Optimisation
.png)
CONTEXT
Retail media is rapidly becoming one of the most important growth channels in digital advertising. In the Middle East, however, the ecosystem remains highly fragmented — with retailers, advertisers, and media agencies operating 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 ensure 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. Through this collaboration, Platformance worked closely with UM and their clients to co-develop the platform in live campaign environments, helping shape its optimisation, reporting, and insight capabilities.
One of the first advertisers to activate through this collaboration was a global FMCG & Health brand, running complex retail media campaigns across multiple retailers in the region.
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.
APPROACH
Working alongside UM, Platformance deployed RADIUS as the central operating layer across the advertiser’s retail media activity.
Planning with Context
RADIUS consolidated retailers and formats into a single interface, simplifying cross-market planning.
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.
Optimisation in Motion
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 3.6x from month one to month two, with ROAS remaining positive throughout. With continuous, AI-supported insight generation, performance was then refined further, improving ROAS by 26% in month three, as budget was concentrated into the highest-performing areas.
One View of Performance
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.
RESULTS
The advertiser moved from fragmented execution to a continuous optimization model, where insight directly informed investment decisions. Retail Media became not just easier to manage,
92,300+ Transactions Recording Q4 2025
+60% increase In transactions within first month of activation via RADIUS
+8% Media Investment Deployed over the course of Q4 vs. initial plan whilst maintaining a positive ROAS throughout. Clear identification of the most effective Retailer <> Market combinations, enabling more confident budget allocation.
IMPACT
" 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. 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, we’re 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% uplift in transactions we saw during the campaign.”
Abdelnabi Alaeddine
Regional Director – Digital & Partnerships, UM MENAT
" 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.”
Rohan Sawant
Director - Programmatic and Retail Media, Platformance
