Music, media and technology company Stingray has partnered with Geopath, a nonprofit organization that provides audience metrics for out-of-home advertising, to measure retail-based digital audio out-of-home (AOOH) advertising impressions in the U.S.
Geopath will utilize verified third-party audience measurement data, technology and media research methodologies — using a holistic integrated approach — to provide tools enabling advertisers to quantify this new retail media format as part of the company’s media mix.
Stingray Advertising’s retail-based digital AOOH advertising network connects brands with highly qualified consumers during their in-store shopping journey. This is achieved with contextually relevant audio messages that are digitally ad-served (directly or programmatically) to shoppers. While this category is applicable in various retail sectors, it is currently expanding, particularly in grocery and convenience stores, where brands can have an immediate impact on consumers' decisions.
Stingray’s network includes Ahold Delhaize, Albertsons Cos., Brookshires, CVS Pharmacy, Jean Coutu, Metro, Rite Aid, Southeastern Grocers, Tops Markets, Walmart Canada and Weis Market, with coverage across Canada and every designated market area in the U.S.
"Location-based AOOH cuts through the cacophony of in-store messages, giving the advertiser an undiluted share of the space and access to an unrivaled composition of principal shoppers while they shop," said Ryan Fuss, senior vice president of Stingray Advertising, in a news release. "Brands can share their voice and tailor ads to precise location proximities, conquesting strategies and consumer journeys, all through the power of retail-based digital audio advertising."
Stingray Advertising’s in-store audio advertising network reaches 140 million shoppers each week in over 20,000 grocery retailers, superstores, discount stores and pharmacies in North America, according to the company.
"[Geopath’s] ability to use and combine both mobile data and first-party transactional data gives Stingray the ability to deploy quickly and ensure accurate measurement across our inventory," said Philippe Cote, VP of technologies at Stingray, in the release. "For the first time, advertisers will be able to access Geopath-measured audio inventory directly at the point of purchase while benefiting from Stingray's industry-leading audio ad verification technologies. This is a game changer."