In-store audio is something that advertisers are asking for, according to retailers. "We've seen a ton of engagement and excitement from advertisers right now for in-store, specifically, and in-store audio," said Bobby Watts, senior VP of retail media for Ahold Delhaize USA.
This is a pretty natural evolution and extension of what a lot of the retail media businesses have been doing for the past few years," Mike Brunick, senior VP and head of commerce media at Yahoo, explained.
The goal is to reach people actively shopping in stores, encouraging them to maybe buy a few impulse purchases. Lowe's and Ahold Delhaize USA are selling the in-store audio inventory via the new deal.
The acquisition expanded Mood Media's scale from 7,000 stores to over 25,000 across the grocery, pharmacy, sporting goods, home improvement, and convenience categories.
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