The CPG Guys are joined in this episode by Kayla Winstead, VP of Retail Media at Hy-Vee, the Iowa-based grocery retailer with over 280 large-format grocery stores in 8 states. Hy-Vee’s Retail Media Platform in known as Red Media.
Follow Kayla Winstead on LinkedIn at: https://www.linkedin.com/in/kaylabasart/
Follow Hy-Vee on LinkedIn at: https://www.linkedin.com/company/hy-vee/
Follow Hy-Vee Red Media online at: https://www.hredmedia.com/
Kayla answers these questions:
- Let’s start with a look at your professional career and what experiences you think have been pivotal in helping you lead the retail media program at Hy-Vee?
- What, from your perspective, makes retail media such a powerful marketing channel for brands and what do you see Hy-Vee bringing to the mix in terms of assets that makes your company well-suited to deliver value to brand advertisers and to your shoppers?
- You launched a platform 3 years ago in partnership with Quotient. Last year, you decided to sunset that relationship and relaunched as RedMedia. What was the thinking behind this decision?
- Ok, let’s start digging into the ad products that you are offering starting with onsite. What are the core offerings and what type of bidding system is available for sponsored search?
- What other offerings do you have for offsite or in-store discovery?
- While many of your capabilities are within Hy-Vee’s tech stack, you still require partnerships. What partnerships have you established to support on-site, offsite & in-store products (LiveRamp, Trade Desk, CTV, Samsung Ads) and what integrations have you made to enable brands to leverage existing 3rd party platforms to execute campaigns on Hy-Vee? (Citrus)
- For brands to invest in RMNs, they need to ensure that the performance measurement meets their standards. What is Hy-vee offering brands to support measurement in-house or via third-party Are you offering clean room access to anonymized, aggregate data & what are your thoughts on the movement to standardize how RMNs define and measure performance under the guidance of the IAB?
- Looking into 2024 and even 2025, what should our audience expect to see from Hy-Vee that will make RedMedia an even more compelling platform for brand equity investment?
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RetailWit Website: http://retailwit.com
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