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DG Media Network Offers New Ad Solutions for Meta Platforms
Rhea-AI Impact
(Low)
Rhea-AI Sentiment
(Very Positive)
Tags
Rhea-AI Summary
Dollar General has partnered with Meta to launch a new media network, DGMN, which enables advertisers to reach over 90 million unique customers through closed-loop measurement of in-store sales. This makes DG the first retailer to offer such a solution, allowing for targeted advertising via platforms like Facebook and Instagram. DGMN utilizes first-party data to provide full campaign support and measurable outcomes. Early results indicate DGMN's strength in reaching customers through 1,400 derived attributes. The partnership aims to enhance advertising effectiveness by evaluating Meta marketing investments against traditional metrics.
Positive
First retailer to offer closed-loop measurement of in-store sales.
Access to over 90 million unique customer profiles across Meta platforms.
Utilization of first-party data for targeted advertising.
Full end-to-end campaign support enhances marketing effectiveness.
Negative
None.
First to Market to Offer Closed-Loop Measurement of In-Store Sales
GOODLETTSVILLE, Tenn.--(BUSINESS WIRE)--
Dollar General’s media network, DGMN, has completed testing of a new partnership with Meta. DG is the first retailer to offer this solution, allowing advertisers to reach the hard-to-reach consumer and close the loop with in-store sales. The new partnership enables advertisers to reach DG’s more than 90 million unique customer profiles across the Meta ecosystem via an array of placements including Facebook and Instagram News Feeds, Stories and Reels.
“We are thrilled to debut this market first initiative, allowing our advertisers to reach Dollar General customers via Meta placements while utilizing our opted-in first-party data,” said Charlene Charles, head of DG Media Network Operations. “Our team provides full end-to-end campaign support and creative services while measuring closed-loop, attributable store sales. We look forward to extending the reach of DGMN through the world’s largest social platform to deliver even more effective media for our advertisers.”
Meta’s Advanced Analytics enables SQL-based custom measurement and analysis in a secure environment. Using this measurement and analysis, DGMN is able to evaluate the business impact of Meta marketing investments to a particular brand, uncovering new insights, inclusive of quantifiable metrics such as return on ad spend, as compared to more traditional and directional metrics such as intent to buy.
“We are excited to partner with Dollar General as they expand their product offering and deliver more solutions that help meet the consumer in desirable environments,” said Jen Bryce, Head of U.S. Retail Media at Unilever, a DGMN advertising partner. “The first to market, closed loop measurement on Meta is exciting as we gain more valuable insights and data on our campaign performance.”
Early results demonstrate the power of DGMN’s ability to reach customers across 1,400 derived attributes. DG Media Network aims to create more meaningful experiences for advertisers that resonate with consumers in their shopping journey and deliver measurable outcomes.
Dollar General Corporation (NYSE: DG) is proud to serve as America’s neighborhood general store. Founded in 1939, Dollar General lives its mission of Serving Others every day by providing access to affordable products and services for its customers, career opportunities for its employees, and literacy and education support for its hometown communities. As of March 3, 2023, the company’s 19,147 Dollar General, DG Market, DGX and pOpshelf stores across the United States and Mi Súper Dollar General stores in Mexico provide everyday essentials including food, health and wellness products, cleaning and laundry supplies, self-care and beauty items, and seasonal décor from our high-quality private brands alongside many of the world’s most trusted brands such as Coca Cola, PepsiCo/Frito-Lay, General Mills, Hershey, J.M. Smucker, Kraft, Mars, Nestlé, Procter & Gamble and Unilever. Learn more at DollarGeneral.com.
What is Dollar General's new partnership with Meta?
Dollar General has partnered with Meta to launch DGMN, a media network that allows advertisers to target over 90 million customers with closed-loop measurement of in-store sales.
How does DGMN enhance advertising effectiveness?
DGMN utilizes first-party data and enables advertisers to measure the business impact of their marketing investments, offering more effective advertising solutions.
When was the partnership between Dollar General and Meta announced?
The partnership was announced in a recent press release but does not provide a specific date.
What metrics does DGMN provide for advertisers?
DGMN provides quantifiable metrics such as return on ad spend, in addition to traditional metrics like intent to buy.
How many customer profiles can advertisers reach through Dollar General's media network?
Advertisers can access over 90 million unique customer profiles across the Meta ecosystem.
