On Ideas | Agency Profile, Contacts, AOR, Client Relationships
Service: public relations
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On Ideas Contacts
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| Heather M. | Vice President, Group Account Director | FL | ||||||||||||
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| Gabriela R. | Public Relations Account Executive | FL | ||||||||||||
| Juliette R. | Senior Vice President, Digital & Customer Experience | FL | ||||||||||||
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The Fresh Market incorporates "shoppable' videos online as part of digital transformation
The Fresh Market (FM) partnered with Firework, a short-form video platform for publishers and businesses. FM will use Firework's platform to post "shoppable" videos online to mimic the in-store experience. It will also help FM collect data so that it can target specific consumers more effectively. The company started working with Firework last year on a digital transformation project to improve its online business and reach younger consumers. FM is already seeing positive results as online video engagement has increased by 5x.
According to Pathmatics, FM earned 45m impressions YTD through desktop display ads (78%), Facebook ads (10%), Instagram ads (7%) and mobile display ads (5%). It placed the majority (98%) of these ads site direct onto sites such as facebook.com, instagram.com, newsobserver.com, yahoo.com and woot.com. It placed the remainder (2%) through multiple indirect channels onto sites such as yahoo.com, dailymail.co.uk, mentalfloss.com, wordplays.com and myhealthgazette.com. It spent approximately $486k on digital display ads YTD, more than double the $214.2k spent in this channel during the same time period of 2021. Full-year spend fell 17% from $1.8m in 2020 to $1.5m in 2021.
Sellers-- FM primarily targets Gen-X and millennial women, or moms. However, it is bolstering its digital marketing capabilities to help it reach younger consumers as well. I do believe that Gen-Xers and millennials will remain a priority for FM. The company allocates the majority of its ad dollars towards digital display ads. It decreased spend in 2021, but it has started ramping spend back up so far this year. FM also invests in OOH, print and local broadcast TV ads, per Kantar. While it is undergoing a digital transformation, FM does not intend to abandon traditional media anytime soon. Sellers should reach out to offer ad space.
Agency & martech readers-- I believe FM works with PR AOR On Ideas.