Grocery TV has finalized a strategic partnership with location intelligence pioneer Esri. The collaboration is designed to enhance Grocery TV’s behavioral and psychographic audience targeting across its national network of more than 6,700 retail store locations.
By integrating Esri’s comprehensive Market Potential dataset into its platform, Grocery TV now offers access to over 3,500 distinct consumer attributes. These parameters span key consumer categories, including automotive preferences, financial habits, health and wellness priorities, telecommunications usage, and CPG purchasing behaviors.
Aligning In-Store Media with Digital and TV Planning Workflows
This collaboration provides the ability to create in-store media campaigns through the same audience segmentation criteria used in creating digital and CTV campaigns. While digital advertising makes use of hyper-segmentation by analyzing behavior patterns, in-store media relies on a more generalized demographic or geographic approach to segmentation.
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Advertisers will be able to use the integration to create custom lists of stores based on the shopping behavior of specific consumer groups, including car shoppers, those looking for organic foods, and mobile phone customers that have just changed wireless service providers.
“In-store media is increasingly being viewed as an extension of video and digital strategies, not just an out-of-home buy,” said Marlow Nickell, co-founder & CEO, Grocery TV. “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.”
“Esri has long helped organizations understand consumer behavior at the local level,” said Chris Nickola, director of commercial, Esri. “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.”
Capitalizing on Rapid DOOH Growth and Channel Maturity
This strategic alliance arrives amid the quick embrace of digital out-of-home (DOOH) technology in the retail space. Indeed, according to eMarketer, who recently boosted its 2026 forecast for DOOH technology by 18%, the majority of this growth will be attributed to advances in physical retail media. With the increasing importance of this media space, brands require more sophisticated audience targeting and closed-loop measurement solutions for their performance marketing strategies.
With access to over 120 retail chains and more than 95 million monthly unique shoppers, Grocery TV delivers national scale to enable brand executions in both independents and regional grocers.