We encourage new Grocery TV employees to read How Brands Grow as a way of understanding what we do. At the Path to Purchase Institute's Retail Media Summit yesterday, I had the opportunity to sit down with Andrew Lipsman and Amie Owen to share more on how we apply the core principles of the HBG framework to in-store retail media and our product specifically. 1. 𝐑𝐞𝐚𝐜𝐡: Physical retail's reach is comparable to major broadcast networks, making it a viable alternative as certain audiences become harder to reach on TV. At Grocery TV, we recently announced a partnership with Harps, which grows our network to nearly 5K stores, reaching nearly 80M unique shoppers / month. 2. 𝐌𝐞𝐧𝐭𝐚𝐥 𝐀𝐯𝐚𝐢𝐥𝐚𝐛𝐢𝐥𝐢𝐭𝐲: Last year we conducted a study to better understand how different media channels affect experience (perception) and attentiveness. In-store retail media performed above all other channels on both fronts, which when we delved in, is likely because of context and consumer intent. People go to the store to make purchases, so are more receptive and attentive to advertising. 3. 𝐏𝐡𝐲𝐬𝐢𝐜𝐚𝐥 𝐀𝐯𝐚𝐢𝐥𝐚𝐛𝐢𝐥𝐢𝐭𝐲: In-store retail media gives brands the opportunity to remind shoppers of where to find them in stores and provide them with relevant product information where they need it most. When you have the above, brands and retailers see results as we recently showcased through a meta study that revealed a 14% incremental lift for CPGs advertising on our network. Thank you to all who joined our session! And if you're still at the conference today, I'm around to connect.
Great session!
Outreach and education strategy and execution for social impact initiatives. Strategic foresight and the future.
1moGrayson Sullivan