Dive Brief:
- AD Retail Media announced Thursday it is bringing a new in-store audio solution to Ahold Delhaize USA banner stores as it furthers its in-store retail media efforts.
- Through a partnership with Vibenomics, Ahold Delhaize’s CPG partners will have the ability to create in-store audio strategies based on data and insights.
- As in-store retail media continues to be a focal point of 2024 advancements, Ahold Delhaize’s latest move builds on the company’s in-store advertising options.
Dive Insight:
AD Retail Media and Vibenomics’ in-store retail media initiative aims to help CPGs and ad partners develop personalized omnichannel media plans for in-store shoppers.
A brand partner’s audio spot will play two times per hour to maximize exposure, the announcement said, noting that shoppers spend an average of 30 minutes in an ADUSA brand store. The retail media option will be in Ahold Delhaize’s Food Lion, Giant Food, The Giant Company and Stop & Shop stores.
Vibenomics’ technology provides detailed insights into omnichannel measurement and analytics that help CPGs create real-time messaging and a “multi-sensory in-store experience” that is customizable based on product type, data market area, daypart and demographic, per the press release.
“Through these channels, our partners can respond instantly to what customers are experiencing. For example, the channels could be leveraged to drive units by promoting cold beverages or frozen treats during a heat wave, or to promote a new product launching in stores,” Bobby Watts, senior vice president at AD Retail Media, said in a statement, noting that tapping into audio channels gives CPGs more agility in a fast-moving market.
This latest move builds on AD Retail Media’s Connected Store initiative, which is working to bolster retail media and omnichannel efforts across in-store, on-site and off-site channels, according to the press release.
While interactive sampling kiosks, cooler screens and digital aisle banners continue to become more commonplace in grocery stores, AD Retail Media and Vibenomics partnership marks the latest evolution of in-store audio ads.
Back in 2020, Kroger partnered with Vibenomics to launch targeted audio ads that consisted of broadcasting a specialized, private audio network at Kroger stores. In 2022, Hy-Vee linked with Vibenomics to play targeted audio advertisements inside its stores.
