# Why Hy-Vee Went All-In on In-Store Retail Media – Britt Polihronis, Red Media

S3 E16 · May 26, 2026 · 33 min

10,000+ screens across the Midwest, and why regional retailers may have advantages national players overlook.

[Listen on Spotify →](https://open.spotify.com/episode/5E4vkPAHsGbfipWHqr6fc0?si=6db58a0800e140ed) [Watch on YouTube](https://www.youtube.com/watch?v=mFVtSIqF1ms) [Apple Podcasts](https://podcasts.apple.com/us/podcast/why-hy-vee-went-all-in-on-in-store-retail-media-britt/id1747213944?i=1000769668919)

### Show notes

Hy-Vee’s RedMedia has quietly become one of the most aggressive bets on in-store retail media in grocery, with more than 10,000 screens deployed across stores throughout the Midwest.

Britt Polihronis, COO of RedMedia, joins The Middlemen to discuss why Hy-Vee went all-in on in-store media, how merchandising and retail media teams actually work together, what brands are asking for from screen networks, and why regional retailers may have advantages national players overlook.

#### What we cover

- In-store screens, audio, and omnichannel campaigns  
- Why retail media increasingly looks like publishing  
- Holdout testing, measurement, and iROAS  
- Product launches and seasonal campaigns  
- Shopper experience and local community programming  
- AI, agentic shopping, and the future of retail media