Dive Brief:
- Hy-Vee has teamed up with Grocery TV to power in-store retail media for the grocer, according to a Wednesday announcement.
- Hy-Vee will add more than 10,000 screens to display advertising across more than 400 locations.
- The companies said the partnership will make it easier for brands to reach Hy-Vee’s customers through digital advertising.
Dive Insight:
The partnership follows a push by grocers this year to roll out more in-store advertising capabilities as retail media efforts boom across the industry.
Hy-Vee is placing screens throughout its stores to reach customers at different touchpoints such as entrances, checkout, service departments, aisles and end caps.
Grocery TV will connect Hy-Vee’s screens to The Trade Desk, allowing the grocer’s retail media network, RedMedia, to manage off-site and in-store campaigns, the announcement noted. Hy-Vee will manage its in-store messaging through Grocery TV’s Content Management System.
Grocery TV said it will fuel incremental brand revenue by incorporating Hy-Vee into its network of more than 5,000 grocery stores. Starting in February 2025, brands will be able to reach millions of Hy-Vee shoppers with digital advertising as well as access greater campaign measurement capabilities, the announcement said.
Hy-Vee debuted RedMedia in 2023. Shortly after, the grocer partnered with Samsung to bring cloud-based digital signage technology to all of its stores.
The Midwestern grocer continued to bolster RedMedia, announcing in March the appointment of two new executives to help lead the division Kathryn Mazza was appointed to senior vice president of RedMedia and Britt Polihronis was named vice president of operations for the media network. The chain runs more than 570 business units across nine Midwestern states.
The number of retail media networks is predicted to double over the next 18 months, according to a report by Grocery Doppio, a news and insights firm run by digital services company Incisiv.
