Grocery TV Integrates Esri Data to Refine In-Store Ad Targeting

Advertisers can now build custom store lists based on granular shopper habits, such as recent wireless carrier switches, vehicle purchase intent, or a preference for organic goods. By mapping these consumer insights onto physical store locations, the platform aims to capture shoppers at the point of decision, where the vast majority of retail purchases still occur. This move addresses a long-standing gap in the out-of-home sector, which has traditionally lagged behind digital platforms in segment-specific targeting.

Marlow Nickell, CEO of Grocery TV, noted that in-store media is evolving from a simple out-of-home placement into an extension of broader digital and video strategies. As the sector matures, retailers are increasingly prioritizing closed-loop attribution and performance-driven planning. Chris Nickola, director of commercial at Esri, added that applying location intelligence to physical retail environments allows for more relevant advertising that aligns with the weekly habits of millions of shoppers. The new targeting capabilities are available immediately to agencies and brands working within the Grocery TV network.