The Fresh Market is enabling CPG companies to run ads during its shoppable live videos.
The specialty grocer is expanding an existing partnership with video commerce platform Firework to launch what it calls a shoppable video-live commerce (SVLC) retail media network. The Fresh Market is enabling its partner CPG brands to run targeted video ads as sponsors across its ongoing series of shoppable livestream videos, which feature offerings such as holiday meal prep tutorials and chef-developed recipes.
Retail media networks provide retailers’ brand partners with direct promotional access to shopper. Typically, the networks deliver targeted ads to segmented consumers via channels such as in-store digital displays, as well as online advertisements and connected TV. They emerged from the grocery sector, which remains the primary vertical where retail media networks are found.
Source: Chain Store Age