Meredith can then match consumers’ intent-driven action against first-party data that gives insight into user shopping patterns, such as which days of the week they typically hit the supermarket.
“Having hundreds of thousands of recipes and 1 billion visits on just one site, we start to see significant scale in terms of ingredients, meal time and food patterns from a trend and usage perspective, but also timing,” Schenck said.
Meredith identifies and targets time-centric behaviors through a suite of data and shopper marketing tools.
Mobile is a huge proxy for in-store targeting. On AllRecipes.com, for example, mobile browsing indicates that a consumer is using the recipe as a shopping list in-store. The advertiser can leverage that to put messaging in a recipe that directly correlates with its ingredients.
“It’s not just, ‘This recipe calls for peanut butter.’ It’s, ‘Jiffy is 50% off at Target,’” Schenck said.
Meredith expands its intent-targeting capabilities by layering in data from its other core verticals to cross-promote products to relevant audiences.
“When we combine food interests with data that this [person] is a mom with children under 2 years old, that’s a huge opportunity for Kimberly-Clark to sell diapers,” Schenck said.
The level of granularity CPG manufacturers require to forecast intent can make it difficult to predict purchasing patterns at scale. But Meredith’s ability to draw corollaries between different verticals helps marketers access a wide range of consumers.
Advertisers partner with Meredith to access data through its ad server or direct private marketplace deals. The media company’s internal knowledge of its user base helps marketers better understand things like who their shoppers are and what products are trending.
Meredith uses the Krux data management platform to collect PII data to create anonymized segments for its 80 million monthly unique visitors. It is also used to onboard offline data to match known and unknown users across Meredith’s properties.
Updated to correct Meredith unique user count.