Stingray Group Inc.'s Stingray Advertising and Loblaw Media, the retail media division of Loblaw Companies Ltd., have formed a new relationship that expands Stingray's retail audio advertising network into Loblaw grocery stores this summer. The Loblaw store audio network will span nearly 300 stores, including Loblaws, Zehrs, Real Canadian Superstore and other retail banners, with campaigns expected to begin mid-August. The collaboration provides brands with a unique opportunity to connect with customers throughout their in-store journey through Stingray's proprietary streaming media technology and Hivestack, Canada's leading place-based ad server and SSP (supply-side platform).
"Our relationship with Loblaw Media significantly expands our in-store audio advertising network, opening up an exciting new avenue for advertisers to reach and connect with Loblaw grocery shoppers across Canada through Stingray technology," said Eric Boyko, president, co-founder and chief executive officer of Stingray. "Our team is eager to demonstrate the effectiveness of this exciting new retail media channel with advertisers of all types to firmly establish physical stores as the next major media channel. We look forward to driving real innovation within the growing Canadian retail media category."
This strategic partnership has been designed to make national retail audio inventory access within Loblaw locations as easy as possible while allowing versatility. Brands can now integrate in-store audio into their omnichannel media plans with Loblaw Media or explore a broader retail audio advertising network strategy managed exclusively by Stingray Advertising.
"Recognizing our unique ability to connect brands and customers, we've been busy over the last few years building an omnichannel retail media network with both on-line and in-store capabilities," said Alfredo C.M. Tan, senior vice-president and managing director, Loblaw Media. "That's why we couldn't be more excited to join forces with Stingray Advertising. Combining their audio expertise with our national network of stores, we're truly enhancing the audio experience for customers and brands alike."
At the forefront of retail media in Canada and with the addition of in-store audio advertising, Loblaw Media continues to pioneer innovation by focusing on the omnichannel experience. For the first time, advertisers will now have the opportunity to connect their brands through in-store audio with millions of Loblaw shoppers while they make product decisions and build their baskets. In-store audio can inspire product discovery, increase basket size, or spark excitement around launches and PC Optimum offers.