CVS Rolls Out New In-House Digital Advertising Network

CVS Pharmacy this week introduced a media network to sell advertising directly to marketers including consumer packaged goods (CPG) brands. The CVS Media Exchange (CMX) aims to help marketers reach consumers when they’re most ready to shop, Chainstore Age first reported.

INSIGHT:

• CVS joins retailers including Target and Walmart in introducing its own in-house media network. – Adweek
• CVS Aggregates Two Decades Of Data To Run Its Newly Launched Media Network – MediaPost
• CVS Pharmacy launches ad network for in-store, online campaigns – MarketingDrive
  
  The CVS Media Exchange will cater to CPG brands, and allow them a chance to “efficiently reach existing and potential customers,” according to a statement from the company. Brands using the exchange will be able to take advantage of a slew of placement opportunities, including “in-store advertising and banners on CVS.com, to programmatic display, online video, social media and search engines.” Norman de Greve, CVS Health’s CMO, said that the wealth of consumer data—on 74 million consumers—that CVS already had at its disposal made moving into the sell-side of media a natural next step for the company.

The media exchange gives advertisers access to online and offline channels, including in-store ads and banners on the CVS.com website, along with programmatic display, online video, social media and search. CVS estimates that 76% of U.S. consumers lives within five miles of at least one of its stores.

To help marketers track the effectiveness of their advertising campaigns, CVS is offering an in-store and online measurement system and value-added metrics such as brand health, sales lift and growth of new buyers, per Chainstore Age.