Customer Experience

Quotient, Place Exchange aim to grab shoppers with audio messaging

Photo: iStock

November 15, 2021

Quotient, a digital media and promotions technology company, and Place Exchange, a producer of supply side platform for programmatic OOH and place-based media, have built a network of digital in-store audio messaging in the U.S., called InStore Audio Network, which is reaching over 100 million shoppers each week in over 16,000 stores nationwide, according to a company press release.

"We are thrilled to expand into the audio OOH space by being the first to offer programmatic access to the largest in-store audio publisher," Ari Buchalter, CEO at Place Exchange, said in the release. "Programmatic buying gives advertisers ease, flexibility and automation which is especially powerful with an DOOH channel like audio, since it delivers messaging at the precise moments before purchases are made, creating immediate impact for brands."

Place Exchange enables Quotient's retailer and advertiser clients to reach consumers at the point of purchase through InStore Audio Network's digital audio program across grocery chains, including Albertsons, Safeway, Southeastern Grocers, Schnucks, Ahold Delhaize and drug stores such as CVS and Rite Aid.

"This announcement marks Quotient's entry into a new channel in our expansive omnichannel offering. Audio can deliver lower-funnel, high-impact messages targeted to the right consumers as they are making buying decisions," Steven Boal, CEO and founder at Quotient, said in the release. "Reaching shoppers with captivating audio while actively purchasing at grocery and drug stores is a development we are all very excited about."

Audio OOH is complementary to other omnichannel media used to reach consumers before and during visits to grocery and drug stores. It also allows advertisers to educate, influence and direct a shopping audience. Audio OOH media can be targeted with Quotient's data and measured alongside other digital media channels. Available measurement includes total attributable sales, average brand spend per impression, and return on ad spend.

"As the largest in-store audio network in the U.S., we reach over 100 million shoppers each week with digital audio messaging delivered right at the point-of-purchase," Gary Seem, president and CEO at InStore Audio Network, said in the release. "By allowing advertisers to access and purchase our inventory programmatically, audio advertising can be a highly effective, easy-to-manage tool in the marketer's digital toolbox."