Hy-Vee Bets on AOOH Advertising


Midwestern supermarket chain Hy-Vee has formed a multi-year partnership with Vibenomics, a location-based audio out-of-home (AOOH) advertising company, to enhance the customer experience in more than 400 locations.

Beginning Feb. 15, Vibenomics will bring targeted, specialized music and messaging into Hy-Vee's owned and operated locations. 

As the pandemic has shifted consumer buying behaviors, Vibenomics plans to work closely with Hy-Vee to determine which categories of advertisers, brands or specific products to promote on its airwaves while considering the ideal type of shopper experience to offer.

Vibenomics' AOOH technology automates the audio ad buying process to current programmatic standards and enables users to strategically target shoppers at the point of purchase. The company continues to expand its national footprint in programmatic retail advertising, recently partnering with Vistar Media to expand The Trade Desk's omnichannel demand-side platform (DSP) to support AOOH.

For Vibenomics, this move aims to continue its momentum in the retail media space, including its ongoing relationship with Kroger at more than 2,500 locations nationwide.

"We're thrilled to continue building our retail media presence by partnering with Hy-Vee, an innovative grocer who sees the potential of monetizing their audio with Vibenomics," said Brent Oakley, CEO at Vibenomics, in a news release. "As a company, we're evangelizing AOOH's value and partnering with retailers like Hy-Vee to incorporate media capable of creating memorable."

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