Grocery TV Debuts Closed-Loop Measurement for In-Store Media

Grocery TV is driving the future of in-store retail media by providing brands with greater visibility and improved attribution across its retailer network.

Grocery TV introduces its closed-loop measurement solution for in-store retail media enabling brands to directly tie their ad spend to sales more efficiently. By partnering directly with retailers, Grocery TV is providing brands with faster, more actionable insights across its growing in-store retail media network.

“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 at Grocery TV. “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.”

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Grocery TV’s closed-loop approach offers:

• Enhanced attribution: Sales data is directly tied to campaign impressions, allowing brands to measure ROAS and iROAS, with early results showing an average 4.7x ROAS for CPG brands who advertised on Grocery TV’s network.
• Faster campaign insights: Regular data updates shorten the lookback window, allowing brands to optimize campaigns continuously.
• Scalability across retailers: Grocery TV’s network gives brands a cross-retailer view of in-store performance, helping them understand how in-store retail media fits into their overall media mix.
• Customized measurement: By working directly with Grocery TV, brands gain access to more tailored study designs, providing deeper insights such as incremental reach and store-level performance.

Midwestern grocery retailer Hy-Vee will be the launch partner and the first in Grocery TV’s network to introduce these capabilities to its retail media network.

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

As retailers and brands look to strengthen their retail media strategies, Grocery TV’s closed-loop measurement solution offers precise in-store attribution—bringing the simplicity, automation, and performance-driven results of digital advertising into the physical store environment. The solution is available for retailers and brands ready to elevate their in-store media performance—and gain the insights they need to drive smarter, more impactful campaigns.

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Source – PR Newswire

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