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WOONSOCKET, R.I. — CVS Media Exchange has announced the roll out of programmatic in-store audio helping to elevate shopper experience through CMX.
CMX is the first health & wellness RMN to bring in-store programmatic audio ad inventory to advertising partners in its retail stores through The Trade Desk, and in close collaboration with Vibenomics, unlocking new self-service capabilities and expanding campaign placements directly within CVS aisles. This serves as the latest enhancement to CMX’s existing self-service option, granting access to inventory that only CVS can offer.
Beginning now, select CMX partners will gain expanded programmatic control to reach CVS shoppers in stores via:
- Scaled Local Reach: Partners can reach loyal CVS shoppers across 6,900 stores across the country with expansion to additional stores in the coming months to help advertisers reach 85% of Americans who live within 10 miles of a CVS Pharmacy store.
- Easy Campaign Activation: Partners can efficiently buy and manage omnichannel campaigns with geo-targeting, seasonal and dayparting strategies, as well as inventory targeting to deliver highly relevant :30 second audio messages through an existing seat at The Trade Desk, ensuring seamless buying.
- Point-of-Purchase Influence: With 5M+ daily in-store interactions nationwide, partners can meaningfully connect with those actively browsing, where 68% of customers note audio is easy to hear and nearly half say it supports a good in-store experience, finding it helpful when making a purchase. Shoppers who hear in-store audio ads are 90% more likely to consider purchasing the product compared to those who do not recall hearing the ads.
“This presents an incredible opportunity for both our shoppers and advertiser partners, enriching the in-store shopping experience even further with relevant messaging as customers browse the CVS aisles,” said Parbinder Dhariwal, VP and general manager at CVS Media Exchange.
“With the largest retail pharmacy footprint in the country, this launch is part of our broader commitment to investing in our in-store offerings and delivering more digital product discovery opportunities. We‘ve cultivated strong relationships with health, wellness, and beauty shoppers over decades, and, this marks a significant milestone as we continue to innovate our omnichannel scalability to our partners, providing them with greater autonomy.”
As part of the collaboration, Vibenomics will aggregate audio inventory into the programmatic advertising space. The Trade Desk will function as the DSP, making CMX inventory available to advertiser partners and overseeing real-time bidding.
"Vibenomics has a front row seat as retail media rapidly transforms the digital in-store experience. 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 CVS Media Exchange to deliver targeted, programmatic, in-store content that can help shoppers find products they love through awareness, promotion and new discovery," highlighted Paul Brenner, SVP of Global Retail Media & Partnerships at Vibenomics, a Mood Media Company.
Following the initial launch of its self-service programmatic offering earlier this year, this new endeavor into programmatic audio builds on CMX’s ongoing efforts to expand reach and transparency.
CVS has made other major strides to enhance the in-store experience for partners and enrich the customer shopping journey including delivering over 2.5 million placements in more than 7,000 CVS retail locations. They’ve also added more digital screens in high-traffic areas, updated digital signage on end caps across stores, and displayed engaging content on new and popular products through shelf tags, printed coupons, and digital coupons in stores. And, at the same time, they’ve simplified the in-store experience, reducing excess signage, making it easier and more enjoyable for shoppers to find products.
