Vibenomics Partners with Kroger

Charlie Menchaca
Managing Editor
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Kroger and Vibenomics

Vibenomics, a location-based audio out-of-home (OOH) advertising and experience company, is starting a multi-year relationship with supermarket retailer Kroger. 

Starting July 20, Vibenomics’ specialized private audio network will broadcast inside Kroger-owned-and-operated locations, targeting millions of unique monthly visitors. Vibenomics will work with Kroger to determine which categories of advertisers, brands or specific products make sense to promote on the airwaves while giving thoughtful consideration to the type of shopper experience Kroger strives to deliver. 

Vibenomics aims to use its audio OOH advertising marketplace to enrich the customer experience in more than 2,300 Kroger locations. The partnership also automates the audio ad buying process to current programmatic standards, allowing users to strategically target customers at the right time depending on weather, local events and more. 

“Vibenomics plays an important part in our strategy to help us win with our customers, accelerate innovation in-store and drive success for the brands we carry,” said Peter Miles-Prouten, senior vice president of partnerships at 84.51, Kroger’s data analytics subsidiary. “With 11 million households visiting Kroger daily, we’re excited to see Audio Out-of-Home from Vibenomics come to life, offering real, valuable connections with our customers, and opportunities for our CPG partners to advertise effectively.”

“Our associates and customers are our number-one priority at Kroger, and this is a new way for us to reach them with more meaningful content,” said Cara Pratt, vice president of commercial and product strategy across Kroger’s digital and in-store media business at 84.51. “It allows us to provide them with up-to-date and timely information on their favorite brands, helping to improve their shopping experience. It also allows our brand partners to reach customers at a pivotal point in the buying process – the shelf.”

In addition to the relationship with Kroger, Vibenomics has made strides in owning the programmatic audio OOH space this year, reaching up to 17 percent of the shopper population within its coverage area. 

“Historically, audio is not seen as a digital out-of-home medium, but we’ve revolutionized how to reach consumers directly at the point-of-sale,” said Paul Brenner, president of audio OOH and CSO at Vibenomics. “We currently reach 200 million unique people nationwide monthly with a projection to be in over 8,000 convenience and grocery retail outlets by 2021. We’re confident that our technology will continue to align with the rapidly-evolving and unique media planning needs of the world’s most sophisticated brands and digital out-of-home buyers.” 

In June, Vibenomics was a presenter at the 2020 IAB NewFronts digital event, where the Vibenomics Advertising Market was introduced to some of the world’s largest brands. The company also announced a strategic partnership in June with Vistar, the top national wholesale distributor in numerous industry segments including retail, hospitality, office supplies and more. In April Vibenomics announced a $6 million Series A funding round, led by BIP Capital.

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