Catalina Debuts Cross-Solution In-Store Partner Media Network

Charlie Menchaca
Managing Editor
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Catalina In-Store Partner Media Network

For the first time in its 37-year history, shopper intelligence company Catalina is providing access to its exclusive in-store media network (reaching 91 million U.S. households) to respected industry leaders who helped pioneer the consumer products promotions industry. 

The Catalina In-Store Partner Media Network will allow companies like Insignia Systems, Valassis and Valpak to work with Catalina to distribute valuable savings and promotional offers to consumers nationwide. Additional partners are expected to be announced in the coming months.

The companies can tap into and leverage Catalina’s personalized in-store media network spanning 23,000 U.S. retail stores and 311,000 lanes with their own awareness and promotions platforms, including:

  • shelf displays
  • digital displays
  • free-standing circulars and direct mail
  • digital demand-side platforms
  • mobile and desktop properties

In recent years, Catalina has orchestrated omnichannel campaigns through its own managed media service, combining digital advertising and promotions with in-store promotions. With the In-Store Partner Media Network, Catalina gives more CPG marketing companies the ability to enhance their own cross-channel offerings through its POS media network in stores across the U.S. to help retailers and brands drive incremental value to shoppers.

“We are excited to work with our new partners in an open ecosystem environment to provide differentiated cross-channel marketing solutions that bridge online and offline engagement, while enabling brands and retailers to reach shoppers more efficiently with offers that matter to them,” said Brian Dunphy, Catalina SVP of digital business and strategic partnerships. “Closed and walled garden networks often impede the flow of content and savings that can be presented to shoppers. These unprecedented times call for more collaboration for the benefit of all: retailers, CPG brands and consumers.”

“Given the challenging economic climate the world is facing, people increasingly are looking for ways to maximize every dollar,” said Marsha McGraw, Catalina SVP, president, U.S. sales. “By embracing collaboration and innovation with these other leading CPG marketers, we are collectively bringing more value to our retail partners and providing more relevant, targeted offers to their shoppers to increase household savings and shopper loyalty.” 


“This is a challenging, but exciting time in the retail industry,” Insignia Chief Growth Officer Adam May said. “We are excited to partner with Catalina to open additional avenues of savings for shoppers and to help all brands be discovered. The inclusion of Catalina’s In-Store Partner Media Network will strengthen our portfolio and position us to bring new value to the market. Catalina is an ideal complement to existing efforts to expand our portfolio.” 


“The collaborative spirit of this partnership is exciting as it increases opportunities to connect brands and retailers with consumers while providing greater household savings in any market conditions, but especially during this much needed time,” said Curtis Tingle, Valassis executive SVP, product. “This partnership enables Valassis – as part of an omnichannel approach – to expand the reach of our clients’ offers to new and loyal consumers where they shop and buy. Brands and retailers play an important role for consumers, representing a source of consistency and connection, and we are proud to be able to improve on these consumer relationships and valuable connections.” 


“This Catalina partnership enables our CPG partners to synchronize targeted in-store offers with their Valpak Direct Mail executions, creating a powerful way for brands to drive activation and loyalty in an efficient, streamlined program to target offers at the retailers that are most important to consumers,” Jay Loeffler, SVP of sales for SKULocal and Valpak.

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