Grocery TV and supermarket chain Hy-Vee are working together to power one of the largest in-store retail media networks in the USA.

The partnership is making it easier for brands to reach millions of shoppers with digital advertising in more than 400 retail locations.

Texas-based in-store retail media platform Grocery TV has announced a partnership with Hy-Vee, a supermarket chain with more than 400 shops across the midwest. Hy-Vee will 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 5000 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 at Hy-Vee. “Their team has made integration easy, and we’re excited to offer various brands new ways to reach our shoppers.”

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, 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.”

Grocery TV partners with more than 100 retailers across the USA. As the company continues to grow, it remains focused on delivering purpose-built technology for grocery retailers and creating in-store touchpoints that elevate the shopper experience. For brands, Grocery TV is setting standards for in-store retail media, advancing measurement capabilities, and enabling endemic and non-endemic brands to increase their RoI.

Reaching one in four Americans in more than 5000 stores, Grocery TV (www.grocerytv.com) is making it easier for brands to target their audience with high impact, video advertising at key touchpoints.

Hy-Vee (www.hy-vee.com) is an employee-owned corporation operating more than 570 business units across nine midwestern states with sales of more than $13bn annually.