Ad inventory for H-E-B Retail Media
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Project overview
To help grow its business, the H-E-B Retail Media team needed their own library of inventory to sell and flight through an ad server.
They turned to our team to design, build and create guidelines around that inventory, with initial goals of:
Expanding placement types and maximizing yield
Ensuring ad inventory would play nicely with existing marketing and merchandising placements and the H-E-B design system
Designing placements that would work across multiple page types and support detailed campaign messaging and supplier creative
What I did
Role: Lead content strategist and content designer
Served as the content designer on every retail media asset, from launching the first component (an in-grid banner for search results pages) to a continually growing library
Worked closely with product design to incorporate content and copy needs into each placement
Translated requirements and configurations into content models for CitrusAd and AdButler
Continually work with graphic designers to respond to component issues and vet their ideas on how we might update