Tractor Supply and Euronics Italia Drive Retail Media Innovation Through Programmatic DOOH and Emerging Artist Content

Retail media networks are converging with digital out-of-home advertising as two major initiatives demonstrate the growing appetite for programmatic, in-store audience engagement. Tractor Supply Company has partnered with GSTV to spotlight emerging musician Gloria Anderson through its Life Out Here Emerging Artist Program, while Euronics Italia has opened its retail media network for programmatic buying through a partnership with Framen.

Tractor Supply, a rural lifestyle retailer, worked with GSTV — a video network active at tens of thousands of fuel retail locations — to promote Anderson, an Americana and country singer whose album Run of the Mill served as the campaign's centerpiece. The activation ran across GSTV screens in Texas and Tennessee, targeting viewers within a 25-mile radius of select Tractor Supply stores, statewide across both states, and throughout the Nashville Designated Market Area — the 26th-largest U.S. media market spanning 49 counties across Tennessee and Kentucky.

Kristina Lutz, CMO of GSTV, noted that the partnership leverages a natural link between music and driving, creating emotional touchpoints with consumers during fuel stops. "Music has always gone hand-in-hand with driving, so partnering with Tractor Supply Company on its Life Out Here Emerging Artist Program is a very natural fit for GSTV," Lutz said. Anderson expressed gratitude for the opportunity to connect with the rural communities that shaped her identity as an artist, calling the campaign a meaningful way to share her story.

In a parallel development on the other side of the Atlantic, Euronics Italia has launched its own Retail Media Network and selected Framen as its exclusive sales partner for programmatic transactions. Italy has emerged as one of Framen's fastest-growing markets, and the deal marks another step toward what the company describes as a seamless video ecosystem bridging digital out-of-home, retail media, and omnichannel advertising. The Euronics network comprises 6,120 digital screens across 122 locations, including 66 shopping malls, giving brands access to high-impact, in-store campaigns with the targeting precision and measurement capabilities of programmatic buying.

The two initiatives reflect a broader industry trend: retailers are transforming their physical footprints into measurable media channels. Tractor Supply's approach uses content-driven storytelling with an artist narrative to build brand affinity at the point of fueling, while Euronics Italia prioritizes programmatic openness to attract a wider base of ad buyers. Both strategies underscore how digital signage networks are evolving from simple display tools into sophisticated retail media platforms.

As programmatic DOOH grows and retail media networks mature, the lines between in-store, out-of-home, and digital advertising continue to blur. Partnerships like these demonstrate that compelling content and data-driven buying can coexist, giving advertisers both emotional resonance and measurable ROI — while giving retailers a new revenue stream powered by their existing screen infrastructure.