cpg posts

Nov 21st 2011

AOL Forms Strategic Alliance with Nielsen Catalina Solutions to Offer New Loyalty Marketing Program

At AOL, we often hear our customers describe their struggle to connect online and offline marketing efforts. Indeed, this is one of the greatest challenges facing marketers today. To help our customers overcome this challenge, we have formed a strategic alliance with Nielsen Catalina Solutions to provide consumer packaged goods (CPG) manufacturers with trusted offline household shopper data that is scalable for the digital market.

Through our alliance with Nielsen Catalina Solutions, AOL has unveiled a new product – ShopperLoyalty – which allows our CPG customers to deliver more relevant online advertising based on the types of products consumers buy in brick-and-mortar stores. The process is eloquent in its approach. First, using the offline shopper loyalty data, Nielsen Catalina Solutions creates a model to find the best prospects for the advertiser's specific marketing objectives. Next, AOL's partner, Experian, scores the model to the AOL eAddressable universe to identify purchase propensity at the household level. AOL then selects the top households, based on the model scores, that best meet the advertiser's marketing objectives. AOL is then able to leverage these models to create the most valuable advertising for our clients. The result: Marketers will now be able to reach selected audiences more effectively through online advertising in a privacy-sensitive manner.

The program will also enable brands to understand how well online ad campaigns are driving actual consumer buying behavior across a nationwide cross-section of participating retailers, creating a streamlined process and yielding significantly more sales for our partners.

We are excited to integrate Nielsen Catalina Solutions' analytics and data assets with the AOL network. We believe the new ShopperLoyalty product has the potential to change the way our customers do business.

Oct 23rd 2011

AOL 'Checks Out' Shopper Marketing Expo 2011

AOL unveiled the refresh of its shopper marketing solution - Shortcuts.com (which will be relaunching later this year) - at the Shopper Marketing Expo in Chicago last week.

The expo is dedicated to integrating the wide variety of solutions, tools and expertise needed to influence decision-making along the entire path to purchase. No other show brings together all the major industry players, including Kraft, P&G and Walmart, in one place and AOL was chosen to be placed front and center as a featured exhibitor.

This year's theme focused on grasping the path to purchase,and we saw great examples of what the biggest names in the market are doing with integrated marketing programs, cause marketing, new technology, ways to build shopper loyalty and, you guessed it, video.

Speakers in the seminar 'What is the Role of Video, Display and Rich-Media Advertising on the Path to Purchase?' described how consumers are watching video, display and rich-media advertising before they get to the shelf – and how these media are playing a key role in their purchase decisions. They sharedthe importance of video for the CPG category, highlighting that video was even used for low consideration purchases – 25% of advertisers used video for research on feminine care and hygiene products. They also provided examples of well-done campaigns including L'Oreal's "Destination Beauty"and Garnier Fructis' "Live Green".

The CPG and Shortcuts teams were on-site to walk marketers – who included Kraft, ConAgra, Coke, McNeil, Hanes Brands, Anheuser Busch, Kimberly-Clark, 3M, DraftFCB, Walgreen's, E and J Gallo Winery and Saatchi and Saatchi - through various interactive stations such as previewing the new Shortcuts.com, utilizing the AOL Premium Formats app to build Project Devil units and showcasing AOL's Innovid partnership via sample videos on an iPad wall.

In a prime location at the center of the show floor, AOL produced a modern and high-tech booth to promote the future of online shopping. A 10-ft tall column in the space with a glowing Shortcuts logo at the top was prominently seen from the entrance of the show. The multi-functional booth gave attendees the at-home experience with Shortcuts in a living room setting, while the other side featured a mock in-store experience with an abstract grocery store display and checkout counter.

(This post was originally posted on the AOL Advertising Blog)

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