Dive Brief:
- Kroger Precision Marketing, the grocery giant’s retail media arm, announced Tuesday it has added new managed-service capabilities across a range of offsite programmatic advertising channels.
- The division’s in-house team will activate retail media advertising for CPGs across programmatic audio, programmatic connected TV and dynamic creative optimization for display.
- The move aims to assist small and mid-sized CPG companies that are looking to reach audiences on streaming media but don’t have dedicated teams for programmatic media.
Dive Insight:
KPM’s new offsite capabilities join the division’s self-service programmatic solutions. It also marks the first expansion of services since 84.51°, Kroger’s data firm that powers KPM, unified its retail media, consumer insights and loyalty marketing services under a single team in July.
The new managed-service capabilities include programmatic audio, which manages ads on podcasts and radio stations through KPM partners, such as Pandora and iHeartRadio; programmatic connected TV, which includes ads on platforms, such as Roku, Paramount and Samsung; and digital creative optimization for display that customizes display ads to account for audience, location, weather and more.
All of the new services feature retail media measurements, such as return on ad spend, household penetration, uplift, and the impact on dollar sales and unit sales.
“Consumers are spending more time in addressable media channels like streaming audio and CTV,” said Christine Foster, senior vice president at KPM. “By extending managed-service expertise into these programmatic channels, we’re equipping more brands to reach precision audiences in premium content.”
Kroger has become an industry leader in retail media services, and KPM offers a range of services, from digital brand shops to social influencer campaigns. The integration of 84.51°’s various divisions earlier this year followed Kroger’s decision to create a new e-commerce business unit headed by Executive Vice President and Chief Digital Officer Yael Cosset as the grocer looks to make its online business profitable.
