Kroger media division supports streaming TV ads with consumer data

Dan Berthiaume
Senior Editor, Technology
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Kroger Precision Marketing (KPM) is joining a new shopper data program from a major streaming TV provider.

KPM is integrating Kroger sales information with an offering for CPG marketers from streaming TV platform Roku. The Roku program is designed to make TV advertising more precise and measurable for CPG marketers, and KPM plans to join as the launch partner to build first-to-market targeting and attribution tools for streaming TV.

A completion of the integration will give marketers access to Kroger data science for targeting and closed-loop attribution to measure campaign performance across the Roku platform. The collaboration will also provide tools from Roku to measure the effectiveness of linear TV built on its licensed TV operating system.

The new shopper data program will provide Kroger sales information designed to help marketers make smarter media buying decisions. Marketers will be able to use the program to activate advertising across hundreds of ad-supported channels on Roku and to tie ad exposure directly to in-store and online sales.

For example, KPM can help marketers segment messages to high-volume category buyers, customers who occasionally buy a category, or those who buy a complementary category. KPM provides data from 60 million households across nearly 2,800 Kroger stores. During Q1 2020, Roku reported 39.8 million active accounts and 13.2 billion hours streamed.

“We believe that all TV ads will be targeted and measurable,” said Alison Levin, VP of ad sales and strategy, Roku. “Our new shopper data program will make it easier and more effective for CPG advertisers to shift spend to streaming and focus on value for every ad dollar spent.”

“Kroger Precision Marketing is eager to help advertisers understand exactly how their TV investment impacts sales,” said Cara Pratt, VP of commercial and product strategy, Kroger Precision Marketing. “TV streaming brings digital-like precision to the big screen. We are excited for the opportunity to work with Roku because of its scale and direct consumer relationship.”