Custom-Platform Uses Geo-targeting to Connect Consumers to Relevant Brands and Retailers
NEW YORK – Taste of Home, the leading multi-platform producer of information on food, cooking and entertaining, announced an exclusive partnership with Crisp, provider of the leading mobile shopper marketing platform, Crisp MoCA. Taste of Home is a Reader’s Digest Association brand.
The partnership was formed to leverage Taste of Home’s premium native recipe content on Crisp’s leading edge mobile platform, connecting brands to millions of consumers on-the-go when they are ready to buy. Taste of Home and Crisp will deliver native advertising within exclusive recipe content and utilize geo-targeting to drive consumers to nearby supermarkets for purchase.
“Our research found that 86 percent of grocery shoppers use their mobile device to prepare for grocery shopping and 59 percent use their devices at the supermarket. We can reach these consumers while they’re discovering, planning and shopping,” said Rich Sutton, RDA’s Chief Revenue Officer. “Working with Crisp on this mobile custom activation platform allows us to look at user location, demographic, behavior and, most importantly, context to target the right consumer at the right time.”
Taste of Home’s unique relationship with home cooks across the country is what transforms the audience into a loyal digital community that seeks out trusted Taste of Home content online, on their phones and across social media.
“Taste of Home is known as a trusted food media brand that offers a friendly and personal user experience,” said Jason Young, Crisp Chief Executive Officer, “Combining Taste of Home’s authentic culinary content and recipes with Crisp’s expertise in creative and connecting brands and retailers to consumers, allows us to offer premium sponsorship opportunities including native integration and mobile rich ads.”
Crisp has developed rich media mobile ads that will showcase retailers and their suppliers in the context of Taste of Home’s recipes. Consumers will be able to take those recipes with the branded ingredients and save them to their phone as a shopping list.
About Taste of Home
Taste of Home is the leading multi-platform producer of information on food, cooking and entertaining, serving home cooks engaging media that capture the joy and comfort received from food made with love. Our content is available online at TasteofHome.com and via the Taste Digital Community, with more than 39 million monthly visitors*, making these sites top destinations for kitchen-tested recipes, how-to techniques, cooking videos and lively community forums. The same engaging content can be found in Taste of Home magazine, with a circulation of 2.5 million; Simple & Delicious magazine; top-selling bookazines; newsstand specials; popular cookbooks and via digital download on iPad, mobile apps and Kindle.
Taste of Home also produces the Taste of Home Cooking School, one of America’s leading cooking school programs, inspiring more than 140,000 passionate home chefs each year and hosting more than 200 events across the country. The Taste of Home Online Cooking School is a convenient at-home experience that delivers the same blend of energy and expertise that those who attend the live Cooking School shows enjoy.
Learn more at TasteofHome.com and join more than 24 million** fans for the latest on recipes and food, by liking us on Facebook and following us on Twitter and Pinterest.
*comScore Media Metrix, January 2015
**Facebook, Twitter, Pinterest, Instagram May 2015
About Reader’s Digest Association
Reader’s Digest Association (RDA) is a family of iconic brands that celebrate reading, sharing, and doing among consumers on print and digital platforms.
Our portfolio of products includes our flagship magazine Reader’s Digest; Taste of Home, the world’s largest circulation food publication; The Family Handyman, America’s leading source for DIY; and a suite of Enthusiast titles including Birds & Blooms, Country, Country Woman, Farm & Ranch Living,and Reminisce.
For more than 90 years, we have simplified and enriched the lives of a passionate readership by discovering and expertly selecting the most interesting content in family, food, health, home improvement, finance, and humor.
Reader’s Digest casts a global footprint by providing products and services around the world through owned and licensed operations.
Further information about the company can be found at www.rda.com.
About Crisp
A pioneer, innovator and leader in mobile ad technology for more than a decade, Crisp’s mission is to help brands activate customers to point-of-purchase experiences through mobile devices.
Crisp provides the first end-to-end mobile customer activation platform, Crisp MoCA, that retailers, CPGs and other “drive-to” marketers can use to easily deploy effective mobile campaigns. Only MoCA combines demographic, behavioral, location and contextual targeting with scale across operating systems and platforms, industry leading rich and dynamic creative formats, premium inventory through Crisp’s private supply marketplace, ad serving, analytics and campaign management—all in a single, seamless mobile customer activation solution.
At a time when mobile has emerged at the “new point purchase,” Crisp’s mature, vertically integrated ad technology and industry-leading product, engineering and operations teams have made it the platform provider of choice for brands ranging from The Home Depot and Unilever to Target and McDonald’s. Crisp is a privately held company headquartered in New York, with offices in Singapore. For more information, visit www.crispmedia.com.
