Grocery TV Unveils Innovative Closed-Loop Measurement Solution for In-Store Media

In a significant leap forward for in-store advertising, Grocery TV has unveiled its first closed-loop measurement solution, revolutionizing how brands assess their marketing strategies in retail environments. This new system will allow brands to effectively tie advertising expenditures to actual sales, thus enhancing the accountability and efficiency of in-store marketing efforts.

The Vision Behind the Move

Grocery TV, known for its expansive network connecting brands with shoppers across various retailers, aims to bring clarity to the effectiveness of in-store media. As brands seek to enhance their marketing impact, the ability to track return on ad spend (ROAS) directly correlates to smart business decisions. According to Marlow Nickell, CEO and co-founder of Grocery TV, this launch represents a crucial step for brands as they strive to measure and leverage the influence of their in-store media endeavors more effectively.

Enhanced Features of the Closed-Loop System

The newly introduced measurement system offers several key advantages:
1. Direct Attribution: For the first time, brands will be able to link sales data directly to advertising impressions, enabling clear measurement of ROAS and incremental ROAS, with initial reports showing an impressive average of 4.7x ROAS for consumer packaged goods (CPG) clients.
2. Rapid Insights: Regular updates and data refreshes will significantly shorten the analysis window, ensuring that brands can adjust and optimize their campaigns in real-time based on current data.
3. Scalability: The system provides a comprehensive view across multiple retailers, facilitating a deeper understanding of how in-store media interacts with broader marketing strategies.
4. Customized Measurement: By collaborating closely with Grocery TV, brands gain access to bespoke studies, allowing for a more nuanced understanding of performance metrics, including store-level data and reach incremental insights.

Partnering for Success: A Case Study with Hy-Vee

The first retailer to adopt this innovative system is Hy-Vee, a prominent grocery chain in the Midwest. Kathryn Mazza, Chief Marketing Officer and President of RedMedia for Hy-Vee, expressed enthusiasm about the partnership, indicating that it will enhance the capability for brands to grasp the real effects of their in-store media investments. This collaboration is expected to lead to more informed decisions, ultimately improving overall media strategy performance.

Transforming Retail Media Strategies

As brands continue to evolve their approaches to retail media, the closed-loop measurement solution from Grocery TV is poised to bring the same level of efficiency and transparency seen in digital advertising strategies into physical retail spaces. This means that brands can expect increased performance and smarter campaign development that truly resonates with their consumers in-store.

The Grocery TV closed-loop measurement solution is already operational and is set to redefine how retailers and brands capitalize on in-store media,

offering them the insights necessary for creating more impactful advertising campaigns.

About Grocery TV

Grocery TV stands at the forefront of the in-store retail media landscape, partnering with over 120 retailers to enhance in-store customer experiences while simultaneously driving revenue growth. The company simplifies media complexities, allowing retail partners to maintain their focus on customer service.

With a reach extending to one in four Americans across 6,000 stores, Grocery TV facilitates connections between brands and shoppers at the point where 90% of purchasing occurs. For further details, visit www.grocerytv.com.