Hy-Vee First to Host New Closed-Loop Measurement Tool for In-Store Ads

Midwestern grocery chain Hy-Vee will be the launch partner for Grocery TV’s new closed-loop measurement solution for in-store retail media. Designed to tie sales data directly to campaign impressions and provide faster campaign insights, the solution allows brands to better measure ROAS (return on ad spend).

“Through our partnership with Grocery TV, we are helping brands understand the true impact of their in-store retail media investments,” said Kathryn Mazza, Chief Marketing Officer at Hy-Vee and President of RedMedia in a statement. “This allows them to make more informed decisions and improve their overall retail media performance.”

In addition to enhanced ad attribution capabilities, the closed-loop approach provides:

• Faster campaign insights to shorten the lookback window, allowing brands to continuously optimize campaigns;
• Scalability across retailers: The Grocery TV network provides brands with a cross-retailer view of in-store performance, helping them understand how in-store retail media fits into their overall media mix; and
• Customized measurement: Working directly with Grocery TV provides brands with access to more tailored study designs, providing deeper insights such as incremental reach and store-level performance.

“This launch is a turning point for brands looking to fully measure and maximize the impact of in-store media,” said Marlow Nickell, CEO and Co-founder of Grocery TV in a statement., “With this capability, we’re giving brands a clear and consistent way to understand the impact of in-store advertising and how it drives real results at scale.”