Meredith Corporation Teams Up With Kroger To Help Advertisers Bridge The Gap Between Inspiration And Purchase
Meredith Corporation announced that it is teaming up with The Kroger Co.'s media advertising business, Kroger Precision Marketing (KPM), to offer a new integrated media service that will help CPG brands make advertising more shoppable. Meredith's offering provides brand advertisers access to Kroger's first-party purchase data and custom audience segments to power media campaigns across its portfolio of 40+ trusted, iconic food and lifestyle brands, including Allrecipes, REAL SIMPLE, EatingWell, PEOPLE, Better Homes & Gardens and Southern Living. The new integration marks the first time that brand advertisers on Meredith properties will be able to apply closed-loop sales data from Kroger to their campaigns. The service launches at a time when brands need to re-engage consumers whose shopping patterns have been disrupted. Meredith and Kroger Precision Marketing, by matching premium content with sales data, are positioned to influence product discovery, meal planning, product trial, and shopping routines.