Quotient, Southeastern Grocers Launching SEG Media Hub
Quotient, Mountain View, California, and Southeastern Grocers announced the creation of SEG Media Hub, a platform that gives shoppers more relevant digital ad messages and savings.
The hub will be the sole place where a CPG brand can target SE Grocers shoppers with relevant and effective digital advertising that ties back directly to sales, according to Quotient. SE Grocers is the parent company of Bi-Lo, Fresco y Mas, Harveys Supermarket and Winn-Dixie.
Three key components make up the data-driven media platform:
- Shopper Audience Targeting: using near real-time purchasing data.
- Creative Digital Ad Units: delivering brand equity ads and experiences across all SEG digital channels (mobile, social and web), plus third-party properties, with a call-to-action integrated into the ad, such as a digital coupon or in-store special.
- Media Measurement: using advanced analytics to measure performance by linking ad views to a shopper’s purchase.
Quotient’s media platform and technology will manage and optimize the entire system. This includes leveraging shopper data collected through its Retailer iQ platform, working with CPG brands or their agencies, and SEG to design advertising and promotional campaigns, creating and executing the media and measuring the impact on sales.
“We’re thrilled to expand our partnership with Quotient,” said Mario Mijares, SE Grocers senior vice president of digital marketing and loyalty, in a media release. “It’s a priority for us to improve our digital shopper engagement tools with SEG Media Hub at the center of it. Quotient powers many of our digital initiatives and is a key partner for our digital coupons. With the new SEG Media Hub, we’re taking our learnings about our shoppers and engaging them with relevant ad messages that drive them into stores.”
With SEG Media Hub, brands can tailor their ad campaigns to target the right shopper across all of SEG’s digital properties, Quotient’s flagship consumer brand, Coupons.com, and third-party properties across the web, including major digital publishers and social media channels.
“We’re excited to expand our relationship with Southeastern Grocers to become its exclusive digital media partner,” said Jason Young, Quotient senior vice president and general manager of media, in the release. “We believe that SEG Media Hub is a large opportunity for CPGs to influence shoppers by giving them offers and content they want to see, and more effectively measure digital ad spend.”