Hy-Vee Expands Digital Ad Placements
Hy-Vee’s retailer media network, RedMedia, is expanding its digital advertising offerings via Instacart’s Carrot Ads.
RedMedia will begin offering sponsored product ads on Hy-Vee.com this month, while display ads will roll out later this year. The move allows CPG brands to secure premium digital shelf placements, helping shoppers discover relevant products while browsing or searching online, according to a media release.
Sponsored product placements appear directly in search and browse experiences, while display ads will allow brands to deliver more creative, targeted content designed to inspire discovery. The self-service model offered by Carrot Ads also gives RedMedia partners greater flexibility and control over campaign execution.
The launch marks a continuation of Hy-Vee’s existing partnership with Instacart, which began in 2018 with same-day delivery services and has since expanded. The companies first teased the Carrot Ads collaboration earlier this year.
Kathryn Mazza, Hy-Vee RedMedia president and Hy-Vee chief marketing officer, emphasized that the partnership enhances Hy-Vee’s native advertising capabilities. “This integration empowers our brand partners to reach the right customers at the right time, creating personalized, impactful shopping experiences that strengthen brand connections and drive results,” she said in the release.
RedMedia, which launched in 2022, comprises both digital and in-store advertising opportunities. The addition of Carrot Ads aligns with Hy-Vee's ongoing efforts to expand its retail media footprint and enhance its digital offerings.
