Hershey’s and Vibenomics Execs on In-Store Advertising [Video]

In episode 474 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Brad Santanna, head of omnichannel marketing at The Hershey Company, an industry-leading snacks company, and Steve Triplett, senior vice president of advertising sales at Vibenomics, an in-store digital advertising provider. Listen in as Santanna and Triplett provide insight into the benefits of in-store advertising and audio for brands (1:45), how Hershey’s uses in-store media to convert shoppers at the point of purchase (3:30), and the effectiveness of in-store messaging (4:25).

In addition, Santanna and Triplett share how audio messaging plays a role in connecting online and offline shopping experiences for customers (5:25), the different approaches to measuring in-store retail media (6:30), and how in-store advertising fits into Hershey’s omnichannel brand strategy (9:10). They discuss the collaboration between brands and retail media networks to grow in-store advertising (11:00) as well as their perspectives on the most important in-store media measurement metrics (12:25). Lastly, Santanna and Triplett sharethe …