Meredith
Corporation MDP, the nation's leading media and
marketing company serving more than 100 million unduplicated American women
and over 60 percent of U.S. Millennial women, announced today that it has
acquired Grocery Server, further expanding its digital shopper marketing
capabilities.
The Grocery Server platform uniquely combines hyperlocal targeting with an
unparalleled network of CPG brands and grocery retail outlets to target
consumers with time-sensitive, highly relevant, product offers at the exact
moment they are developing weekly shopping lists and navigating grocery
aisles. Grocery Server technology was developed in response to the quickly
shifting behaviors of mobile-equipped, value-minded shoppers, 90% of whom
are using their devices to make more informed purchase decisions in the
aisle (source: L2). According to Allrecipes 2015 Digital Grocery Shopping
Behaviors survey, 'loyalty savings' (75%) and 'need for a recipe' (77%) are
the top reasons smartphone-equipped grocery shoppers add items to their
cart.
The platform also allows brands to suggest additional related products that
a consumer may need to complete such recipe or as a complement to such
recipe. For example, if a consumer is searching Allrecipes.com for a meal
that's considered messy, like sloppy joes, the Grocery Server technology
will suggest paper towels on sale at a designated retailer in close
proximity.
Meredith Digital began integrating Grocery Server technologies in April 2014
and has already successfully employed the platform to power shopper
campaigns centered on native placements that extend seamlessly across
desktop, tablet and mobile for brands such as Target, Unilever and Del
Monte. Early campaigns have delivered significant, measureable results
through lift in product sales, increased basket size and return on
advertising investment. In addition to driving sales at the shelf, brands
participating in Meredith Shopper Marketing programs gain access to
proprietary, real-time category and product-specific shopper insights and
shopper research directly tying shopper marketing promotion to lift in store
sales by retailer.
"We are focused on adding services and assets that actively engage our
audiences at home, on the go and in the store to better serve our broad base
of agency, advertising and marketing partners," said Meredith Digital
President Jon Werther. "This acquisition allows Meredith to extend our
leadership position in the food and CPG space by offering our brand and
retail partners, and the media agencies that represent them, a scaled
digital shopper marketing platform that quantifiably lifts key purchase
funnel metrics and drives a demonstrable ROI lift on their media
investments."
Werther notes that the acquisition of Grocery Server, like recent
acquisitions of Selectable Media, mywedding.com and SHAPE, is consistent
with Meredith's strategy to drive digital and cross-platform growth through
best-in-class branded experiences. The company's unique,
first-party-data-driven insights and analytics, increasingly
Millennial-centric audience reach and technology platforms that leverage
Meredith's data places the right content and media in front of the right
consumer at the right time.
Meredith Digital currently reaches more than 70 million unique visitors per
month. As a company, Meredith reaches nearly two-thirds of Millennial women
across its broad portfolio of magazine and digital brands.
As part of the acquisition, Grocery Server Co-Founders Corbin DeRubertis and
Kevin Thomas will oversee Meredith's Shopper Marketing activities. They will
report to Marc Rothschild, SVP of Meredith Digital and Stan Pavlovsky,
President of Allrecipes, respectively, and be based in Allrecipes Seattle
office.
The addition of Grocery Server follows a series of acquisitions, expansions
and alliances by Meredith in the last year including:
-- The digital assets of the Shape, Natural Health and Fit Pregnancy brands
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