Grocery TV has partnered with Esri to enhance its in-store retail media platform with advanced behavioral and psychographic audience targeting. By integrating Esri's Market Potential dataset, the platform now enables brands and agencies to plan campaigns using more than 3,500 audience attributes, helping advertisers reach shoppers based on purchasing behaviors and lifestyle preferences across Grocery TV's nationwide retail network.
Quick Intel
Grocery TV announced a strategic partnership with Esri to improve audience targeting across its retailer-owned in-store media network. Through Esri's Market Potential dataset, the platform now offers more than 3,500 behavioral and psychographic audience attributes covering industries such as automotive, finance, telecommunications, consumer packaged goods (CPG), and health and wellness.
The expanded capabilities allow advertisers to create custom store lists based on consumer behaviors, such as shoppers planning to purchase a vehicle, buying organic food products, or recently switching wireless providers.
The partnership aims to bridge the gap between digital advertising and in-store retail media by enabling marketers to plan campaigns around audience behaviors rather than relying solely on geographic or demographic targeting.
According to Grocery TV, advertisers can now use the same audience segmentation approaches commonly applied in television and digital advertising while reaching consumers at the point of purchase inside physical retail locations.
Marlow Nickell, Co-founder & CEO of Grocery TV, said, "In-store media is increasingly being viewed as an extension of video and digital strategies, not just an out-of-home buy. The partnership with Esri enhances our ability to let media buyers approach in-store by audience, not just by placement. Most purchases still happen in physical stores, and reaching the right shopper at the point of decision is one of the most valuable moments in the funnel."
As investment in retail media continues to grow, advertisers are increasingly seeking more advanced targeting and measurement capabilities for in-store campaigns.
Grocery TV noted that the growing maturity of retail media has shifted advertiser expectations beyond broad location-based placements toward audience-driven, performance-focused strategies. The platform's enhanced targeting capabilities are designed to support this transition by providing more precise audience segmentation for brands and agencies.
Esri's expertise in geographic information systems (GIS) and location intelligence enables Grocery TV to connect consumer behavior insights with physical retail environments where purchase decisions are made.
Chris Nickola, Director of Commercial at Esri, said, "Esri has long helped organizations understand consumer behavior at the local level. Partnering with Grocery TV brings that intelligence directly into the in-store media planning process, connecting behavioral and psychographic insights to the physical environments where most shoppers visit every week. It's a natural extension of how location intelligence can inform smarter, more relevant advertising."
With more than 120 retail partners, 6,700+ stores, and a reach of approximately 95 million unique shoppers, Grocery TV plans to offer audience-based targeting powered by Esri to brands and agencies looking to deliver more relevant in-store advertising campaigns across the United States.
Esri, the global market leader in geographic information system (GIS) software, location intelligence, and mapping, helps customers unlock the full potential of data to improve operational and business results. Founded in 1969 in Redlands, California, USA, Esri software is deployed in hundreds of thousands of organizations globally, including Fortune 500 companies, government agencies, nonprofit institutions, and universities. Esri has regional offices, international distributors, and partners providing local support in over 100 countries on six continents. With its pioneering commitment to geospatial technology and analytics, Esri engineers the most innovative solutions that leverage a geographic approach to solving some of the world's most complex problems by placing them in the crucial context of location. Visit us at esri.com.
Grocery TV is a leading in-store retail media platform. Over 120 retailers partner with Grocery TV to modernize stores and drive incremental revenue while delivering a more engaging shopping experience. Grocery TV manages the complexities of operating an in-store media network, allowing retailers to focus on serving customers. Reaching one in four Americans across 6,700+ stores, Grocery TV connects brands with shoppers at the moment of decision, where 90% of purchases take place. For more information, visit www.grocerytv.com.
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