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In-store retail media deals continue to gain momentum, even during the holiday season.
Regional grocer Hy-Vee has struck a partnership with Grocery TV to manage its in-store and off-site retail media ads, the two companies announced on Wednesday.
With the deal, Grocery TV will power more than 10,000 screens at important customer touchpoints including entrance, checkout, service departments, aisles, and end caps, across 400 Hy-Vee stores. Grocery TV will connect Hy-Vee’s retail media network, called RedMedia, with cloud-based ad buying platform The Trade Desk.
“Grocery TV’s technology allows us to elevate our in-store experience and streamline our retail media execution,” Kathryn Mazza, SVP of RedMedia at Hy-Vee, wrote in a press statement.
From February, brands and sellers at Hy-Vee will be able to reach millions of shoppers at Hy-Vee stores with in-store digital ads. Brands will also be able to target their ad campaigns and measure reach and other related information for the campaigns they run.
“There has to be scalable third-party measurement so that brands can plan their investments against the stores and the audiences within those stores,” Andrew Lipsman, independent analyst at Media, Ads + Commerce, previously told Retail Brew.
Don Oelke, co-founder and COO of Grocery TV said the partnership is a “strong indicator” of how in-store retail media as a channel is evolving to help brands reach new age shoppers.
Last year, Hy-Vee closed a deal with Samsung to introduce 10,000 screens over its footprint of stores across aisles, deli, meat, and seafood counters.
Zoom out: Retail Brew previously reported that retailers are moving toward execution mode within in-store retail media and increasing the rollout of screens. Emarketer said the launch of tools like smart carts and Just Walk Out checkout technology by Instacart and Amazon, respectively, is also driving brands to advertise in stores. Meanwhile, Lipsman previously told Retail Brew that measurement will be a “key piece” to opening the floodgates for in-store retail media.