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12/13/2021

The Fresh Market Names OOH Agency of Record

Jacqueline Barba
Digital Editor
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Specialty grocery retailer The Fresh Market has formed an official partnership with True Impact Media, an international out-of-home (OOH) media-buying platform, to manage all of the grocer’s OOH media buying and implementation.

While the two companies have been working together for a few years, the partnership was made official after a nearly year-long vetting process. The Fresh Market ultimately gave True Impact Media its multi-million dollar annual out-of-home spend for its 159 locations across 22 states, all of which require coordination of OOH media across multiple markets with unique marketing campaigns per location.

True Impact Media was the ideal partner for The Fresh Market because of its “scalable, simple, targeted and effective” approach to the entire OOH process, from initial strategy through installation and post-campaign reports, according to the agency.

"We looked at all of the key players in the space and assessed the more traditional outdoor media agencies as well as other tech platforms for outdoor media. We quickly realized that we would see better impressions and cost efficiency results by using True Impact to find the best media locations and spreading our dollars across multiple operators," said Kevin Miller, chief marketing officer of The Fresh Market, in a media release. "They give us the market insights we need and the ability to find the billboards that make the most sense for us without any bias."

In 2016, True Impact Media began working solely on a technology platform that was to create a place where advertisers can easily find, assess and buy OOH inventory across multiple markets and media formats.

Since then, True Impact has added features to its platform, including targeting, demographic information and print production management. The company said it has also shifted its goals to make OOH more “powerful and targeted” to help the “age-old medium" become more agile and central to an advertiser's marketing budget.

"It should be easy to find and purchase OOH, which is in line with the same processes you see with any other marketing medium you have today," said Q Beck, True Impact Media president, in the release. When speaking of bringing the OOH media buying process into the future, Beck said, "If you can buy an international flight on multiple carriers online in minutes, logistically, you should be able to do the same with a billboard."

Over the past few years, various external events have impacted the growing number of brands to bring full-service marketing in-house. The COVID-19 pandemic, high agency/client turnover, as well as new streamlined technologies, have all influenced the in-house movement which has opened the door for advertising tech platforms, like True Impact. This cultural marketing shift follows a recent trend of major brands bringing many facets of their advertising in-house to provide them greater control over their budgets, creative campaigns and reporting as well as increased efficiencies in their go-to-market plans.

"We are currently at the forefront of the billboard renaissance and love nothing more than to show and prove to brands how we are currently digitizing a formerly antiquated marketing space with our platform. We successfully remove the red tape and headaches that normally come with OOH media buying. It's satisfying to get brands in front of their target customers in a much more modern-day efficient and cost-effective manner," said Ryan Bohn, senior vice president of sales, in the release.

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