Stingray Advertising is expanding its retail audio advertising network into Loblaw grocery stores this summer after signing a new partnership with Loblaw Media.

With the partnership, brands can integrate in-store audio into omnichannel media plans with Loblaw Media, or extend it through a broader retail audio advertising strategy managed by Stingray Advertising. Through Loblaw Media’s retail network, advertisers can access digital platforms and physical retail channels, plus measurement solutions for Loblaw brands and external brand partners.

Audio ads are accessible through Stingray’s proprietary streaming media technology and Hivestack place-based ad server and SSP.

The Loblaw in-store audio network will span nearly 300 stores across retail banners, including Loblaws, Zehrs and Real Canadian Superstore. Campaigns on the network are expected to begin mid-August.

“Recognizing our unique ability to connect brands and customers, we’ve been busy over the last few years building an omnichannel retail media network, with both online and in-store capabilities,” says Alfredo Tan, SVP and managing director of Loblaw Media. “That’s why we couldn’t be more excited to join forces with Stingray Advertising. Combining their audio expertise with our national network of stores, we’re truly enhancing the audio experience for customers and brands alike.”

Providing the audio component for the booming retail media market has been a recent priority for Stingray. In the spring, the company signed a partnership with Walmart Canada to handle sales for all in-store audio advertising, working with the Walmart Connect retail media team. Retail media has also been leading the company’s continued push into the U.S. Across North America, Stingray’s retail audio advertising network now reaches over 20,000 retail locations.

Featured image by Ken Lund