INDIANAPOLIS — Hy-Vee has inked a deal with an audio specialist to strategically target customers with messages throughout the retailers’ stores.

Vibenomics, a location-based Audio Out-of-Home (AOOH) advertising and audio experience company, signed a multi-year partnership with Hy-Vee. 

Through the partnership, Vibenomics will scale its AOOH Advertising Marketplace to enrich the customer experience in more than 400 Hy-Vee locations across the Midwest, according to Vibenomics. Vibenomics's AOOH technology automates the audio ad buying process to current programmatic standards and enables users to strategically target customers at the point of purchase.

Beginning Feb. 15, Vibenomics will bring targeted, specialized music and messaging into Hy-Vee stores. 

As the pandemic has shifted consumer buying behaviors, Vibenomics will work closely with Hy-Vee to determine which categories of advertisers, brands or specific products to promote on its airwaves while considering the type of shopper experience they strive to deliver.

"We're thrilled to continue building our retail media presence by partnering with Hy-Vee, an innovative grocer who sees the potential of monetizing their audio with Vibenomics," said Brent Oakley, CEO of Vibenomics. "As a company, we're evangelizing AOOH's value and partnering with retailers like Hy-Vee to incorporate media capable of creating memorable shopping experiences."