CVS Media Exchange Launches In-Store Audio Ads
CVS Media Exchange (CMX), the drugstore chain’s retailer media network, has beta launched programmatic audio ads in more than 6,900 stores across the U.S. Additional locations will offer the ads in the coming months.
The new capability was developed in collaboration with The Trade Desk and Vibenomics (a Mood Media Company) to give CMX advertising partners another way to reach shoppers, CVS said in an email shared with the Path to Purchase Institute.
As of Nov. 12, select CMX partners can access the audio inventory. The capability enables partners to buy and manage omnichannel campaigns with features such as geo-targeting and dayparting.
It was also designed to help marketers with point-of-purchase influence. Considering CVS has more than 5 million daily in-store interactions, partners can deliver relevant audio ads that influence purchase decisions, per the statement.
"Vibenomics has a front-row seat as retail media transforms the digital in-store experience,” said Paul Brenner, senior vice president of global retail media & partnerships at Vibenomics. “Across the industry, we are witnessing technology adoption that will drive new insights into shopper engagement and influence. CVS has a unique advantage with its ability to reach health, wellness and beauty shoppers. We look forward to collaborating with CMX to deliver targeted, programmatic in-store content that can help shoppers find products they love through awareness, promotion and new discovery.”
This also serves as the latest enhancement to CMX’s existing self-service offerings.