Hy-Vee connects with Grocery TV to strengthen in-store retail media network

Diving:

• Hy-Vee has teamed up with Grocery TV for average retail sales in stores for the grocer, according to a Wednesday announcement.
• Hy-Vee will add more than 10,000 screens to display ads in more than 400 locations.
• The companies said the partnership will make it easier for brands to reach Hy-Vee customers through digital advertising.

Diving Perspective:

The partnership follows a push from grocers this year roll out more in-store advertising capabilities as retail media efforts grow across the industry.

Hy-Vee places displays in its stores to reach customers at various touchpoints such as entrances, checkout, service departments, color and lids.

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 said. Hy-Vee will manage its in-store messaging through Grocery TV’s content management system.

Grocery TV said it will fuel the brand’s incremental 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 with RedMedia in 2023. Soon after, the grocer partnered with Samsung to bring cloud-based digital signage technology to all of its stores.

The Midwest grocer continued to support RedMedia, announcing his appointment in March two new executives to help lead the division Kathryn Mazza was named senior vice president of RedMedia and Britt Polihronis was named vice president of operations for the media network. The chain has more than 570 locations in nine Midwestern states.

The number of retail media networks is expected to double over the next 18 months, according to a report by Grocery Doppio, a news and information firm run by digital services company Incisiv.