Swiftly expands retail media into digital out-of-home advertising

Swiftly said it will use retailer transaction data to measure the impact of campaigns on in-store sales. Swiftly

Retail tech company Swiftly has entered into a partnership with Vistar Media to expand advertising capabilities across digital and physical channels, the companies said Tuesday.

The agreement links Swiftly’s retail media platform with Vistar Media’s digital out-of-home advertising network, allowing advertisers to run campaigns across mobile, online and physical screens. The integration is intended to give retailers and consumer packaged goods (CPG) brands additional ways to reach shoppers and assess how advertising affects in-store purchases.

Vistar Media operates a digital out-of-home marketplace in the United States that includes more than 1.1 million screens in locations such as transit stations, airports, shopping malls and grocery and convenience stores. Through the partnership, campaigns managed on Swiftly’s platform can be extended to those screens using the same audience targeting tools applied to digital advertising.

Swiftly said it will use retailer transaction data to measure the impact of campaigns on in-store sales. The companies said this approach allows advertisers to compare ad exposure with purchasing behavior.

“Retailers and CPGs want retail media to deliver more than impressions,” said Rob Foley, senior vice president of partnerships at Swiftly. “They want proof that campaigns drive sales.”

The companies said the integration also allows retailers to offer additional advertising options without adding new systems. Campaigns can be directed to specific stores, regions or customer segments.

“At Vistar, our mission is to help brands and retailers harness the power of out-of-home in data-driven ways,” said Dave Rivera, vice president of channel partnerships at Vistar Media.

The companies said the capability is now available to clients.