In-store audio ad companies join forces to create large retail media network

Two in-store media companies, with grocery clients that include Kroger, Albertsons, Southeastern Grocers and more, are joining forces to create what they call the largest in-store retail media network in the U.S.

Indianapolis-based marketing tech company Vibenomics, which was acquired earlier this year by experiential media company Mood Media, is combining its network with that of Montreal-based Stingray Advertising, the companies announced Tuesday.

With the move, the companies will reach more than 800 million monthly shoppers via in-store digital audio advertising across 25,000 grocery, drug, convenience and home improvement stores. The companies plan to expand to other verticals next year.

“Current in-store advertising is fragmented and inconsistent,” Mood Media CEO Malcolm McRoberts said in a statement. “Our new sales relationship with Stingray Advertising marks a transformative shift in the retail media landscape by creating a new standard for buying retail media that enables greater scale and deeper connections with shoppers.”

The companies said they hope to be running the retail media network on a single platform by early 2024. Retailers that are part of the network also include Hy-Vee, Food Lion, CVS, Rite Aid and others.

Clients will be able to purchase digital audio advertising inventory across the combined network.

For retailers, the network will include measurement options such as impressions delivered, return on ad spend in-store, timestamps and omni-channel closed-loop attribution compatible data, the companies said.

“It offers a remarkable platform for brands to connect with their target audience on a large scale across multiple media channels, maximizing their reach and impact,” the joint statement said. “In-store audio advertising is rapidly gaining momentum among brands due to its ability to influence shoppers at the point of purchase and consistently delivery significant sales lift.”