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Grocery Shopping Network’s (GSN) reach has now expanded to 6.2 million consumers monthly and over 75 million impressions per month in the grocery shopping category -- up from just 1 million a year ago, the Minneapolis-based company said.
“Grocery store Web sites are an important emerging online category,” according to Andy Robinson, CEO of GSN. “These grocer Web sites are replacing legacy grocer advertising tools such as store circulars, newspaper advertising and even broadcast. Instead, the stores are offering powerful online tools that let the consumer plan their shopping trips. Those Web sites are proving extremely popular among the shoppers who spend the most at the grocery store.”
The latest network expansion brings the total GSN store Web site network to more than 5,500 stores, with an aggregate annual sales volume of $130 billion, according to GSN.
“Until now, CPG companies had difficulty planning and buying media to reach the consumers at the middle tier of independent grocers,” says Dave Smith, CEO of Mediasmith, Inc., a San Francisco-based media consultancy. “Now, a single network buy [can target those] consumers via 5,500 store Web sites across the country.”
GSN operates like other online ad networks, using standard delivery tools, except that it’s composed entirely of grocery store Web sites.
“The grocery Web site is the ‘last mile’ for online advertising,” notes GSN’s Robinson. “It is the online portal to the actual products in the store, the coupons that are available, and is the place where advertising can be the closest to the consumer before the actual purchase is made.”