Vistar Media has made a significant move in the retail media landscape with the appointment of Sean Cheyney as the Global Head of Retail Media. This decision highlights the company’s commitment to advancing programmatic digital out-of-home (DOOH) advertising within the retail sector, a strategy that positions Vistar Media as a key player in this dynamic market.
Cheyney steps into this role with over two decades of experience in both digital and traditional media channels. His extensive background equips him to guide Vistar Media’s efforts in aligning digital retail media with real-world consumer engagement. He is set to spearhead the company’s strategy for 2025, focusing on establishing Vistar Media as a crucial partner for retail media networks on a global scale.
“Retail media networks are transforming the advertising landscape, offering new opportunities for brands to connect with consumers beyond traditional digital channels,” notes Eric Lamb, Senior Vice President of Enterprise Solutions at Vistar Media. This transformation underscores the growing significance brands place on interacting with consumers where they shop. With Cheyney’s leadership, Vistar Media aims to enhance the retail media experience, enabling brands to create impactful marketing strategies that go beyond screen-based interactions.
Ben Baker, Managing Director for the APAC region at Vistar Media, emphasizes the importance of Cheyney’s role particularly in Southeast Asia, a region witnessing rapid advancements in retail media capabilities. He expressed excitement about having Cheyney join the organization, especially at a time when the retail media landscape is experiencing substantial growth. “Sean’s expertise will be instrumental in helping us seamlessly integrate digital out-of-home with retail media platforms,” Baker stated, pointing to the potential of retail media to drive value for both brands and retailers.
Cheyney’s prior role as Executive Vice President of Global Retailer Sales at CitrusAd serves as a foundation for his new responsibilities. During his time there, he played a key role in transforming CitrusAd into Epsilon Retail Media, a transition that highlighted his capability in driving growth in the retail media sphere. His experience contributes to Vistar Media’s ambition to leverage programmatic technology to connect consumers with brands more effectively.
Expressing his enthusiasm for the position, Cheyney remarked, “I’m excited to join Vistar at a time when retail media is on the cusp of transforming how brands reach consumers in the real world. By leveraging Vistar’s powerful programmatic solutions, we can help retailers unlock new revenue streams while giving brands more ways to connect with shoppers along their entire journey.” This statement underscores his vision for blending digital marketing strategies with traditional retail, a synthesis that could redefine customer engagement.
As retail media continues to evolve, it offers brands a plethora of opportunities to connect with consumers at key points in their purchasing journey. The integration of DOOH platforms is crucial in facilitating these interactions, allowing brands to reach consumers whether they are inside a store, nearby, or en route to make a purchase. According to recent industry reports, digital out-of-home advertising is expected to grow significantly in the coming years, driven by advancements in technology and changing consumer habits.
Successful examples of retail media networks can already be seen in various sectors. Companies like Walmart and Target have effectively implemented retail media solutions, allowing them to monetize their advertising spaces while providing brands with valuable insights into consumer behavior. By capitalizing on Cheyney’s leadership and expertise, Vistar Media is poised to replicate and build upon these successes in new markets.
In summary, Sean Cheyney’s appointment marks a pivotal step for Vistar Media in enhancing its retail media capabilities. His extensive experience and strategic vision are expected to refine the company’s approach to connecting brands with consumers in innovative ways. As the retail media landscape continues to transform, Vistar Media stands ready to lead this charge, creating value for retailers and brands alike in a rapidly evolving marketplace.
