GSTV and Framen Expand Retail Media Footprint with Programmatic Deals and Artist Partnerships
Retail media networks are extending deeper into the physical world as two new partnerships demonstrate how digital out-of-home screens are becoming programmatic touchpoints for brand engagement. Tractor Supply Company has teamed up with GSTV to promote its Emerging Artist Program, while Framen has signed on as the programmatic sales partner for Euronics Italia's newly launched retail media network.
Tractor Supply, the rural lifestyle retailer, collaborated with GSTV — an in-vehicle video network operating at tens of thousands of fuel stations — to spotlight Americana and country singer Gloria Anderson. The campaign ran across GSTV screens throughout Tennessee and Texas, targeting areas within a 25-mile radius of select Tractor Supply locations, statewide across both states, and across the Nashville Designated Market Area, the 26th-largest media market in the U.S., which spans 49 counties across Tennessee and Kentucky.
The content was produced at GSTV's Ignite studio and timed to the release of Anderson's album, Run of the Mill. Kristina Lutz, CMO of GSTV, noted that music and driving have long been intertwined, making the partnership a natural fit. She emphasized that the fuel-stop audience is highly receptive and that music creates emotional connections in that setting, turning a routine stop into a culturally relevant brand moment.
On the other side of the Atlantic, Framen has entered a strategic partnership with Euronics Italia to bring programmatic capabilities to one of Italy's largest consumer electronics retail media networks. With 6,120 digital screens spread across 122 locations — including 66 shopping malls — the network gives advertisers access to high-impact in-store campaigns with the flexibility, targeting precision, and measurable outcomes of programmatic buying. Framen described the deal as another step toward building a seamless video ecosystem linking digital out-of-home, retail media, and omnichannel advertising.
Euronics Italia's move into programmatic signals a broader shift among European retailers to monetize in-store digital assets with greater sophistication. Italy has emerged as one of Framen's fastest-growing markets, and the partnership underscores the increasing convergence between physical retail spaces and digital advertising infrastructure.
Together, these deals illustrate how retail media is evolving beyond screens at gas pumps and store shelves into a unified, data-driven channel. Whether amplifying emerging musical talent or enabling programmatic ad buys across a mall network, the common thread is clear: physical retail environments are being reimagined as measurable, emotionally resonant media platforms.