Hy-Vee adding digital TV to retail media network infrastructure
Regional Midwest grocery/convenience chain Hy-Vee Inc. is providing a new messaging format for in-store brand advertisements.
Hy-Vee, which rolled out its RedMedia full-scale retail media network in 2023 and later added digital signage as part of the network deployment, is now partnering with in-store retail media platform Grocery TV to deliver advertisements from participating brands across more than 10,000 screens at key shopper touchpoints in its 400-plus stores, including entrance, checkout, service departments, aisles and end caps.
In addition, Grocery TV will connect Hy-Vee's screens to global advertising platform Trade Desk, enabling Hy-Vee to manage its off-site and in-store RedMedia campaigns from a unified platform. Hy-Vee will also manage its own in-store messaging through Grocery TV's content management system, and Grocery TV' will drive further incremental brand revenue by incorporating Hy-Vee into its network of more than 5,000 grocery stores.
"Grocery TV's technology allows us to elevate our in-store experience and streamline our retail media execution," said Kathryn Mazza, senior VP 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."
RedMedia enables advertisers to reach shoppers through Hy-Vee digital platforms, in-store advertising (also including in-store audio supported by Vibenomics), and brand-safe sites. Participating brands can then hone their messaging based on purchasing behavior and brand preferences, creating a personalized shopping experience for customers.
[READ MORE: Exclusive Q&A: Hy-Vee explains retail media network strategy]
Starting in February 2025, brands will be able to target shoppers across Hy-Vee's stores with digital TV advertising while tapping into 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."
Headquartered in West Des Moines, Iowa, Hy-Vee, Inc. is an employee-owned corporation operating more than 570 business units across eight Midwestern states: Iowa, Illinois, Missouri, Kansas, Nebraska, South Dakota, Minnesota and Wisconsin.
