“Meredith now owns that full stack from top-of-funnel awareness to driving to a purchase,” Rothschild explained. “After we’ve spent time with the ‘why’ of that brand, we can tell them how and where to buy it.”
Meredith’s recipe site, AllRecipes, which has worked with Grocery Server since April 2014, attracted Target, Unilever and Del Monte during that time. Taste of Home runs recipe ads for Unilever’s Hellman’s Mayonnaise.
Both of the solutions track engagement with recipe ads to store visits or sales.
Meredith is working with Nielsen to add an attribution piece to its recipes that drive people to stores. Crisp Media uses location analytics company Placed to measure store traffic lift.
Both Grocery Server and Crisp Media focus on creating native brand integrations with the recipes – “their technology platform and our content platform,” Sutton quipped.
AllRecipes uses Grocery Server’s technology to match a brand’s product with recipes containing that ingredient. Other calls to action show what items are on sale at a local retailer, or suggest related products, like paper towels for a messy recipe.
Taste of Home allows advertisers to put their product directly in the recipe, so it can call for “Hellmann’s Mayonnaise.” Those recipes can then be turned into ads that appear on Taste of Home and on Crisp Media’s network. When users click on the ads, it reveals the full recipe, which users can save or email.
Other categories besides food are also ripe for this kind of native integration. Reader’s Digest sees options around its namesake publication for drug companies to drive people to pharmacies, or DIY projects in The Family Handyman driving people to home stores.
Meredith, with its female-oriented focus, plans to apply the technology to the beauty category. It will expand the tech, too.
“You’ll see us roll this out to our other food properties," Rothschild said, "start to apply this in an ecommerce setting and in an in-store beacon setting.”