Kroger Growing Audio Experiences with New Ad Tech Partnership

Kroger has tapped advertising and experience company Vibenomics to expand its Audio OOH Advertising Marketplace.

The partnership will enable Kroger, which recently ranked as the No. 5 retailer on the RIS News Top 100, to enrich the customer experience in more than 2,300 locations by automating the audio ad buying process to current programmatic standards. This in turn will facilitate strategic customer targeting based on weather, local events and more.

Peter Miles-Prouten, senior VP of partnerships at 84.51°, Kroger’s data analytics subsidiary, said its partnership with Vibenomics helps it accelerate in-store innovation and drive success for the brands its carries. “With 11 million households visiting Kroger daily, we’re excited to see Audio Out-of-Home from Vibenomics come to life, offering real, valuable connections with our customers, and opportunities for our CPG partners to advertise effectively,” he said.

Beginning July 20, the specialized private audio network will broadcast inside Kroger’s owned and operated locations, targeting millions of unique monthly visitors. Vibenomics and Kroger will work together to determine which categories of advertisers, brands, or specific products make sense to promote on their airwaves while considering the idea shopper experience.

“Our associates and customers are our number one priority at Kroger, and this is a new way for us to reach them with more meaningful content,” said Cara Pratt, VP of commercial and product strategy across Kroger’s digital and in-store media business at 84.51°. “It allows us to provide them with up to date and timely information on their favorite brands, helping to improve their shopping experience. It also allows our brand partners to reach customers at a pivotal point in the buying process – the shelf.”