Hy-Vee has partnered with Grocery TV, an in-store retail media platform, to use its in-house technology to power more than 10,000 screens at key shopper touchpoints including entrance, checkout, service departments, aisles and end caps.
Grocery TV will connect Hy-Vee’s screens to The Trade Desk, enabling RedMedia, Hy-Vee’s retail media network, to manage their off-site and in-store campaigns from a unified platform. To complement RedMedia’s efforts, Grocery TV’s media partnerships team will drive incremental brand revenue by incorporating Hy-Vee into its network of more than 5,000 grocery stores. In addition to brand advertising, Hy-Vee will manage its own in-store messaging through Grocery TV’s Content Management System.
“Grocery TV’s technology allows us to elevate our in-store experience and streamline our retail media execution,” said Kathryn Mazza, SVP of RedMedia at Hy-Vee. “Their team has made integration easy, and we’re excited to offer various brands new ways to reach our shoppers.”
[RELATED: Hy-Vee Unveils RedMedia Network At Groceryshop]
Starting in February, brands will be able to reach millions of shoppers across Hy-Vee’s stores with high-impact digital advertising, while tapping into greater audience targeting and campaign measurement capabilities.
“We’re thrilled to be teaming up with an innovative retailer like Hy-Vee,” said Don Oelke, co-founder and COO of Grocery TV. “Partnering with one of the nation’s most respected grocers is an exciting step forward for in-store retail media and a strong indicator of how this channel is evolving to help brands reach today’s shoppers.”
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