Home Business Kroger launches its self-service Retail Media platform

Kroger launches its self-service Retail Media platform

Retail Media Networks, a safe advertising bet for retailers

kroger has announced the launch of its self-service platform of Retail Media, with the aim of making it easier for advertisers to activate, measure and optimize campaigns launched both on their own assets and on other media, driven by their data. As explained in a statement from Kroger Precision Marketing (KPM)Kroger’s Retail Media division, originally The new platform will allow the purchase of spaces in the product lists of the supermarket website and on-site display advertising. But ultimately it will expand to power a full portfolio of retail media services, including the purchase of connected television (CTV) and other offsite digital mediawith data from the US distributor.

In the words of cara pratt, senior VP of KPMso far the offer of retail media Kroger was kept separate, having search buying on one side, display buying on the other, and creative asset curation in one last package. “There has been an ecosystem too fractured for brands to productively scale their investment in retail signs, and it is our responsibility as retailers to create that environment and those bridges of trust that lead to the right value equation for brands.“, has manifested Prattexplaining that “By unifying these three access points, friction is reduced in the purchase, planning and post-campaign evaluation, with the possibility, in addition, of perceiving the same increase in sales with 50% fewer impressions than with the investment in other digital media..

Initial capabilities that the new platform will enable include: segmentation through search-based insights and other custom groups, the creative message designthe optimization by budget, message and sectionsas well as the reporting with data such as penetration per household or the increase in sales or units sold.

Advertisers will be able to transition to the new platform before the end of 2023. Advertisers using third-party management tools from Pacvue, Skai and Commerce IQ can still manage inventory through those platforms, the company explained. «We will announce additional integrations in the future“, they have revealed.

The new platform arrives when advertising on KPM is proving to be effective to inspire product discovery for consumer packaged goods brands. In fact, in a KPM study of thousands of campaigns, 75% of site display clicks and impressions were from brand-new households. One in four of those new buyers become repeat buyers. «The future of media cannot look like the past. Retail Media is forcing modernization on all marketing. Retailers are changing the advertising playbook because our success depends entirely on shopper satisfaction. We’re here to make advertising dollars work harder for both shoppers and brands.“, it is finished Pratt.

No Comments

Leave A Reply

Please enter your comment!
Please enter your name here

Exit mobile version