Dive Brief:
- Grocery TV has rolled out 32-inch video displays at an unspecified number of ShopRite supermarkets in the New York City region, the in-store retail media network announced Wednesday.
- The large-format digital screens are part of the company’s line of products intended to be mounted in the front ends of stores.
- Grocery TV is working to expand its presence in retail stores as grocers step up their efforts to offer advertisers access to shoppers who visit their locations.
Dive Insight:
The new screens are designed to be easily noticed by shoppers as they walk through aisles, pass through the front perimeter or stand in line to check out, making ads visible multiple times during a single store visit, according to Grocery TV.
The company said it intends to install the screens in more stores where it provides advertising services but did not provide details about when or where it plans to place the additional screens.
Grocery TV is making the front-end displays accessible to programmatic advertising systems, which allow marketers to use software to automatically place messages in front of audiences they want to target. The company already uses that approach to allow advertisers to buy space elsewhere on its network.
The announcement follows Grocery TV’s January purchase of Mediaworks Advertising Solutions, which provides sanitizing-wipe dispensers equipped with 32-inch advertising displays for use at store entrances. Mediaworks has struck deals to put the units in stores run by grocery chains, including Schnuck Markets, Cub and Lunds & Byerlys.
In a blog post earlier this year, Grocery TV said it expects to expand its media network to all key store areas, including service departments, pharmacies and center store aisles by the end of 2023.
Grocery TV’s addition of the new screens to its array of devices designed to present advertising to shoppers comes as food retailers move to generate advertising revenue from CPGs and other marketers. Major grocers, such as Ahold Delhaize, Kroger and Albertsons, have launched their own media firms to work with brands interested in reaching the customers’ shoppers, while other companies like Cooler Screens have partnered with retailers to display advertising on screens in stores.
