Hy-Vee teams up with Grocery TV

A partnership between Hy-Vee and Grocery TV is set to help the retailer's more than 400 retail locations across the Midwest leverage Grocery TV's in-house technology to power more than 10,000 screens at key shopper touchpoints including entrance, checkout, service departments, aisles and end caps.

Grocery TV will connect Hy-Vee's screens to The Trade Desk, enabling RedMedia, Hy-Vee's retail media network, to manage their off-site and in-store campaigns from a unified platform. To complement RedMedia's efforts, Grocery TV's media partnerships team will drive incremental brand revenue by incorporating Hy-Vee into its network of more than 5,000 grocery stores. In addition to brand advertising, Hy-Vee will manage its own in-store messaging through Grocery TV's Content Management System. 

"Grocery TV's technology allows us to elevate our in-store experience and streamline our retail media execution," said Kathryn Mazza, senior vice president 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."

[Read more: The power of retail media metrics]

Starting in February 2025, brands will be able to reach millions of shoppers across Hy-Vee's stores with high-impact digital advertising, while tapping into greater 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."

[Read more: Hy-Vee debuts Retail Media Network]