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07/01/2022

Southeastern Grocers Grows Place-Based Advertising

The regional retailer has partnered with Grocery TV, adding 2,600 point-of-sale displays to its digital out-of-home network.
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Southeastern Grocers (SEG) has partnered with Grocery TV to grow its place-based digital advertising efforts. The partnership adds 2,600 point-of-sale displays to Grocery TV’s digital out-of-home (DOOH) network, giving brands more opportunities to reach their audiences through in-store retail media, including at prominent regional grocers Fresco y Mas, Harveys Supermarket and Winn-Dixie stores.

"SEG has a reputation for being open to new solutions that enhance the shopping experience for their customers," said Marlow Nickell, co-founder and CEO at Grocery TV, in a news release. "We're excited to have them join our network and expand Grocery TV's footprint in the Southeast."

This partnership also aims to give brands more access to customers in designated market areas (DMAs) known for tourism, including Miami, Jacksonville and New Orleans, according to a new blog post from Grocery TV. For example, in Miami, Grocery TV highlighted what it knows about its demographic:

  • Age groups: The largest age group range from 30-39, where men slightly outnumber women. Those aged 50-59 are in second place.
  • Racial composition: The Hispanic community is the clear majority in Miami at 57.3%, followed by White (29.7%) and Black populations (9.4%).
  • Income levels: Miami's population leans towards income levels below $75,000.

Grocery TV provided a snapshot, powered by Looker, identifying its network coverage in Miami through its partnership with SEG, which includes 343 displays across 60 stores, garnering 682.6K unique customers and 624K monthly impressions.

Looking ahead, Grocery TV expects to add 6,000 more displays to its network by the end of 2022, growing its presence throughout the Southeast including states like Mississippi, Alabama and Georgia.