Kroger Teams with Roku & Xandr to Bring Shopper Data to CG Brands

Kroger Precision Marketing (KPM), the media solution from The Kroger Co., is teaming with Roku and Xandr so consumer goods companies can leverage its data to better measure their TV advertising effectiveness.

KPM signed on as the launch partner for Roku’s new shopper data program, enabling CGs to use Kroger’s purchase-based targeting data from its nearly 2,800 stores on the streaming platform, and then measure ad exposure back to sales at Kroger.

With Xandr, CGs can display ads across the linear TV service, using the data to better focus on relevance and impact vs. large-scale traditional TV ad buys. The news marks the first time brands will use data science directly from Kroger, Cara Pratt, VP of commercial and product strategy, KPM at 84.51°, told CGT.

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“We knew we needed to grow our media portfolio to fulfill our mission of creating a more effective media ecosystem for CPG brands,” said Pratt. “Consumer media habits have shifted. TV viewing is increasing for the first time since 2012, and streaming and addressable TV technology have brought precision targeting to the large screen.”

Ninety-six percent of Kroger sales are captured through its loyalty card program, and KPM’s advanced TV solution will provide such purchase insights as category share shift, household penetration, attributable and incremental sales. It can also apply custom audience segments using its first-party purchase data to help brands identify the best households, and then measure campaign results.

Marketers will have the ability to segment messages to high-volume category buyers, for example, as well as to customers who occasionally buy a category or those who buy a complementary category.

“It is important for brands to understand their TV advertising effectiveness beyond just awareness metrics like total impressions and reach,” said Pratt.