Tel Aviv | In-store retail media is as flourishing a niche in Israel as it is in most markets. But retailers can only acquire retail media budgets to a limited extent, due to antitrust regulations. Heidia Retail Media has dominated the market for years – from in-store posters, floor stickers, cardboard displays and shopping carts to screens. A visit to a true retail expert.
Heidia has been active in the retail media space since 1988 and is now Israel’s leading provider of out-of-home and in-store advertising. Founder and Chairman Ofer Gal and his team are retail experts, knowing exactly where to place the right advertising formats to influence buying decisions.
Even JC Decaux, the global market leader whose Israeli headquarters are near Heidia, has never matched Ofer Gal’s success in the country. Heidia holds exclusive nationwide advertising rights for in-store and train station ads. With his strong network, Ofer Gal understands Israel’s regulatory and commercial landscape better than most.
Simulating retail media set-ups
Heidia manages all POS marketing for Israeli supermarket and drugstore chains. To support this, the company has built a state-of-the-art digital showroom at its headquarters. The space features walls covered in LED screens, displaying real images and CGI to replicate the in-store environments of major retailers. At the press of a button, the showroom transforms into a realistic supermarket or beauty store, complete with stocked physical shelves. This allows retailers and advertisers to visualize and test new advertising formats, from floor stickers to LCD display strips. For digital signage, Heidia uses the Novisign software, also developed in Israel.
The complete package for retailers
Since you can only optimize what you can measure, Heidia uses a self-developed retail analytics solution. The technology tracks customer movements and interactions with products and advertisements, allowing for data-driven improvements tailored to each retailer.
Heidia’s offerings also include electronic shelf labels (ESL) and classic digital signage displays at the endcap. The company takes a holistic approach, combining in-store architecture simulation, campaign testing, and performance measurement. This level of precision and innovation is something we rarely see anywhere else in the world.
