Peapod Joins OwnerIQ’s Branded Audience Networks

Online grocer Peapod has joined the Branded Audience Networks of OwnerIQ, the inventor of Ownership Targeted media and developer of real-time media buying platforms, which will enhance opportunities for brands to advertise on the Peapod online platform and generate additional revenue streams for the retailer.

“At Peapod we’ve built an incredible asset that’s used by millions of busy online grocery consumers every month,” said Peapod Interactive VP and managing director Tim Dorgan. “Looking at the advances in today’s advertising technology, we saw an opportunity to partner with OwnerIQ to further leverage this asset and create [a] new kind of advertising solution for today’s media buyer.”

OwnerIQ’s ownership-targeting capability enables advertisers to target advertising based on the products and brands that consumers either currently own or are considering. The company recently launched its Branded Audience Networks product, partnering with top online retailers to create innovative targeted-ad opportunities. The new partnership with Peapod will transform the browsing behavior of Peapod customers in 22 markets nationwide into ad-targeting opportunities across the web.

Boston-based ad agency Mullen sees retailer-powered networks as big opportunities for brands to influence consumer preference. The agency recently launched a program for its client, Olympus, targeting a popular consumer electronics’ Branded Audience from OwnerIQ, which includes visitors to retail sites. “Giving brands access to their key retailers’ online audiences presents those brands, like Olympus, with a big opportunity to influence their consumers’ purchase decisions and potentially drive greater sell-through,” said Mullen Mediahub, VP and group digital media director, Gina Preziosas.

OwnerIQ partners with over 250 top retailers, manufacturers and publishers to transform their website visits into unique Ownership Targeted media opportunities, and in turn creates digital ad revenue for these partners.

OwnerIQ’s Advertising Solutions enables advertisers and agencies to target an online display message to consumers based on the product and brand they own and/or intend to buy. OwnerIQ’s Media Solutions offers a complete and total end-to-end solution that makes it possible for retailers and manufacturers to generate ad revenue from their website or commerce platform.