Vibenomics, which is a location-based Audio Out-of-Home advertising and experience company, has announced a multi-year partnership with Kroger. This partnership will allow Vibenomics to expand its Audio OOH Advertising Marketplace to 2,300 Kroger locations as well as automate the audio ad purchasing experience to current standards. This will specifically enable the users to target customers at the right time depending on weather, local events, and more.
“Vibenomics plays an important part in our strategy to help us win with our customers, accelerate innovation in-store and drive success for the brands we carry,” said Peter Miles-Prouten, senior vice president of partnerships at 84.51°, Kroger’s data analytics subsidiary, in a Vibenomics press release. “With 11 million households visiting Kroger daily, we’re excited to see Audio Out-of-Home from Vibenomics come to life, offering real, valuable connections with our customers, and opportunities for our CPG partners to advertise effectively.”
This partnership, beginning July 20, 2020, will have the specialized private audio network broadcast inside of Kroger’s owned and operated locations. The brand will also be working with Kroger to determine what kind of advertisers, brands, or specific products make sense to promote over the airways.
“Our associates and customers are our number one priority at Kroger, and this is a new way for us to reach them with more meaningful content,” said Cara Pratt, vice president of commercial and product strategy across Kroger’s digital and in-store media business at 84.51°, in the same Vibenomics news release. “It allows us to provide them with up to date and timely information on their favorite brands, helping to improve their shopping experience. It also allows our brand partners to reach customers at a pivotal point in the buying process – the shelf.”
Vibenomics is working to own its place in the Audio OOH space, where it is now reaching 17 percent of the shopper population within its coverage area.
“Historically, audio is not seen as a digital out-of-home medium, but we’ve revolutionized how to reach consumers directly at the point-of-sale,” said Paul Brenner, president of Audio OOH and CSO at Vibenomics, also in the press release. “We currently reach 200 million unique people nationwide monthly with a projection to be in over eight thousand convenience and grocery retail outlets by 2021. We’re confident that our technology will continue to align with the rapidly-evolving and unique media planning needs of the world’s most sophisticated brands and digital out-of-home buyers.”