Yahoo7 has announced an exclusive partnership that will offer FMCG advertisers 1-1 access to grocery shoppers via sponsored products in email or SMS messaging. The new offering is powered by grocery shopper data from the Independent Grocers of Australia (IGAs) and WorldSmart.
The partnership with WorldSmart, the technology partner behind the IGAs loyalty program, will also allow access to shopper-based audience segments via programmatic trading platform, BrightRoll DSP and Gemini, Yahoo!’s native advertising marketplace.
In addition, the partnership also offers advertisers the unique ability to measure in-store purchases of sponsored products delivered via email or SMS – the ‘holy grail’ of digital media attribution for bricks and mortar retailers.
Combining IGAs loyalty, Yahoo! registered user data, and transactions from over 1,500 IGAs, Franklins, Foodlands and associated liquor stores, Yahoo7 advertisers can now reach consumers at a macro ‘basket level’ or via a new selection of targeting segments ranging from craft beer fanatics to health food junkies or pet lovers.
Campaigns are measurable in near real-time and includes a raft of competitive business intelligence, powered by IGAs analytics and loyalty outfit WorldSmart.
Samuel Pons, managing director, WorldSmart commented, “We’re very excited to be partnering with an industry innovator like Yahoo7 to launch this game-changing technology. The combination of our customer data with Yahoo7’s first-party mobile data and technology products provides FMCG advertisers with the most targeted solution in the market.”
Paul Sigaloff, commercial director at Yahoo7 commented, “With Aussies accessing their mobiles at an ever increasing rate, we know how important the platform is for advertisers.
“Our clients want solutions that drive measurable sales. We’re thrilled to be working with the Independent Grocers of Australia on this industry leading partnership. We are offering a seamless and innovative solution for targeting and in particular, in-store purchase measurement – the tool that’s long been missing in market,” added Sigaloff.