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Triad Retail Media Teams with Purina and SPCA Tampa Bay to Deliver "Real Pet Stories" Campaign

Web Video Series Engages Shoppers on Walmart.com with Emotional and Entertaining Stories of Pet Adoption

TAMPA, FL - May 17, 2011 - Triad Retail Media announced today that it has collaborated with Nestlé Purina PetCare and the SPCA Tampa Bay to deliver a powerful new integrated marketing and advertising video series titled “Real Pet Stories,” a campaign currently running on www.walmart.com/purina that provides an inside view of the pet adoption process. Designed to raise visibility for Purina and the efforts of the SPCA Tampa Bay, the video series is part of the Purina Pet Park campaign, which teaches site visitors about pet adoption and overall pet health.

“This video series is a great example of how Triad works with customers to create memorable, impactful and meaningful digital advertising campaigns that not only engage online shoppers, but deliver a targeted and consistent brand story that helps drive ROI”

The focus of the campaign is to engage Walmart.com shoppers with a fresh, interactive and compelling story, while capturing the essence and meaning behind the Purina brand. By working with Triad, Purina is able to create a series of videos that not only bring light to an important issue, but also represent Purina’s dedication to the healthy and active lifestyles of pets.

The video series, which kicked off in April and will continue over the next several months, will chronicle the story of pets from the time they make their way into the SPCA Tampa Bay shelter through the time they are adopted and placed in a home. Viewers will learn about shelter care and the process of how adopted pets are placed with owners and later checked in on. In addition to the video series, site visitors can leverage an interactive tool that helps them find a pet available for adoption in their local area.

“This video series is a great example of how Triad works with customers to create memorable, impactful and meaningful digital advertising campaigns that not only engage online shoppers, but deliver a targeted and consistent brand story that helps drive ROI,” said Greg Murtagh, CEO of Triad Retail Media. “Purina, the SPCA Tampa Bay and Triad did a fantastic job capturing the emotional and captivating story of the pet adoption process, which will keep shoppers engaged and coming back to the Walmart.com site for months to come.”

About Nestlé Purina
Nestlé Purina PetCare, a global leader in the pet care industry, promotes responsible pet care, humane education, community involvement and the positive bond between people and their pets. Part of Swiss-based Nestle' S.A., the world's largest food company, Nestlé Purina PetCare's North American headquarters is located at Checkerboard Square in St. Louis, Mo.

About SPCA Tampa Bay
The Society for the Prevention of Cruelty to Animals (SPCA) Tampa Bay is a non-profit agency that has addressed the problem of homeless and abused animals for more than 70 years without federal or state tax dollars. Philanthropic support plays an essential role in ensuring that homeless pets receive humane care. Once it is determined that an animal is medically and emotionally suitable for adoption, the SPCA provides food, shelter and medical care until the animal is adopted. The SPCA provides services to more than 12,000 animals every year. The SPCA is the largest pet adoption center in the Tampa Bay area, offering the biggest selection of affordable, adoptable pets.

About Triad Retail Media:
Founded in 2004, Triad Retail Media (www.triadretail.com) is the market leader in creating, managing and operating digital retail media programs for highly trafficked retail websites. Triad’s unique approach to retail advertising provides upside for retailers, brand advertisers and shoppers. Contextual and relevant advertising provides a much richer online shopping experience while giving brands the opportunity to engage shoppers while they’re making purchase decisions. This custom advertising approach goes far beyond the banner and standard ad networks.

Triad Retail Media’s leading retail clients include Walmart, eBay, Toys“R”Us, CVS, Sam’s Club, Dell and many other notable retailers. The company was recently named one of the fastest-growing private companies in the U.S. by Inc. magazine. Headquartered in Tampa, Florida, Triad employs more than 265 people in six offices nationwide.

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