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.”
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.”