CVS aisles to feature CMX in-store programmatic audio ads

CMX (in collaboration with Vibenomics) is bringing in-store programmatic audio ad inventory and expanding campaign placements directly within CVS aisles.

This serves as the latest enhancement to CMX’s existing self-service option. Select CMX partners will gain expanded programmatic control to reach CVS shoppers in stores via:    

• Scaled local reach: Partners can reach loyal CVS shoppers across 6,900 stores across the country with expansion to additional stores in the coming months to help advertisers reach 85% of Americans. 
• Easy campaign activation: Partners can efficiently buy and manage omnichannel campaigns with geo-targeting, seasonal and dayparting strategies, as well as inventory targeting to deliver relevant 30-second audio messages.   
• Point-of-Purchase influence: With 5 million+ daily in-store interactions nationwide, partners can meaningfully connect with those actively browsing, where 68% of customers note audio is easy to hear and nearly half say it supports a good in-store experience.  

Shoppers who hear in-store audio ads are 90% more likely to consider purchasing the product compared to those who do not recall hearing the ads. 

“This presents an incredible opportunity for both our shoppers and advertiser partners, enriching the in-store shopping experience even further with relevant  messaging as customers browse the CVS aisles,” said Parbinder Dhariwal, vice president and general manager at CVS Media Exchange. “With the largest retail pharmacy footprint in the country, this launch is part of our broader commitment to investing in our in-store offerings  and delivering more digital product discovery opportunities. We‘ve cultivated strong relationships with health, wellness, and beauty shoppers over decades, and, this marks a significant milestone as we continue to innovate our omnichannel scalability to our  partners, providing them with greater autonomy.” 

As part of the collaboration, Vibenomics will aggregate audio inventory into the programmatic advertising space. The Trade Desk will function as the DSP, making CMX inventory available to advertiser partners and overseeing real-time bidding.   

“Vibenomics has a front row seat as retail media rapidly transforms the digital in-store experience," said Paul Brenner, senior vice president of global retail media & partnerships at Vibenomics, a Mood Media Company. "Across the industry, we are witnessing technology adoption that will drive new insights into shopper engagement and influence. CVS has a unique advantage with its ability to reach health, wellness and beauty shoppers. We look forward to collaborating with CVS Media Exchange to deliver targeted, programmatic, in-store content that can help shoppers find products they love through awareness, promotion and new discovery."