DG Media Network's Sean Tinnelly - National Scale, Unique Reach, High Frequency

The CPG Guys are joined in this episode by Sean Tinnelly, Head of Ad Sales at DG Media Network, a division of Dollar General.

This episode is sponsored by DG Media Network.

Follow Sean on LinkedIn at: https://www.linkedin.com/in/sean-patrick-tinnelly

Follow DG Media Network online at: https://www.dgmedianetwork.com/

Sean answers these questions:

1. What drew you to Dollar General and DGMN specifically, and how has that mix of experience shaped how you're building out ad sales there?
2. Dollar General's footprint is fundamentally different from most retail media networks — over 21,000 stores, and roughly 80% of them in markets of 20,000 people or fewer. How does that rural, small-format footprint change the way you pitch DGMN to CPG brands versus how they think about the bigger retail media players?
3. Walk us through the current shape of DGMN today — onsite, offsite, and in-store. How do those pieces fit together, and where is most of the current advertiser demand concentrated?
4. DGMN has leaned heavily into first-party data and closed-loop measurement, with partners like The Trade Desk, LiveRamp, and Google Ad Manager. How do you talk to brands about the value of that data given how different the DG shopper looks from a typical grocery or mass retail customer?
5. DGMN recently expanded its AI-enabled in-store audio network. How are in-store media formats like that performing relative to digital, and how do you help brands think about allocating budget across onsite, offsite, and in-store?
6. For a lot of CPG brands, rural and small-town shoppers are genuinely hard to reach with traditional digital targeting. What does DGMN unlock for a brand that they simply can't get anywhere else in their media mix?
7. Let's talk about the advertiser base. DGMN has brought on major partners like Unilever, Coke, Hershey's, and P&G. What has that growth in advertiser demand looked like, and where are you seeing the most momentum right now?
8. How does DGMN think about the balance between national CPG advertisers and smaller or regional brands that may be trying to break into rural markets for the first time?
9. Retail media is maturing fast — incrementality, attribution, and proving real ROI are dominating the conversation across the industry. How is DGMN approaching measurement and incrementality specifically for a shopper base and store format that looks so different from a typical big-box or grocery network?
10. To wrap us up, Sean: as DGMN continues to scale its offsite, onsite, and in-store capabilities, what does the roadmap look like from here, and what's your best advice for a brand that hasn't yet activated in rural America?

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