84.51˚’s Post

Grocery stores are facing tough times. But what if they weren't just about selling food? Adgild Hop of Deloitte proposes a bold idea: grocery stores as full-blown media companies. - They have a ton of data on our buying habits - gold for targeted advertising and promotions. - Imagine grocery stores creating content or targeted ads based on what you buy. - This isn't just a future concept - some stores are already exploring it. But Hop argues for a full transformation to unlock the true value. Key takeaways: - Grocery stores need a new approach. - Their data can be a goldmine. Becoming media companies creates new revenue streams and customer connections. Will this be the future of retail? https://ow.ly/Mke850SjJNa #retailmedia #groceries #futureofretail

It's been a whole month since Advertising Week New York, but there are still plenty of insights to glean from the #advertising industry's biggest event. We bubbled up our 5 takeaways to consider as we all head into 2024, with insights from #marketers at Luxottica, Kroger, Colgate-Palmolive and more. Click through below for a high-level view of each takeaway, and read the blog for all the details: https://lnkd.in/gaj3md8w What was your biggest takeaway from Advertising Week? Tell us in the comments!

“We know our customers not only on a national level but on a very local level, understanding the differences between shoppers of different regions. So there is a relevancy factor that we have that a lot of others don’t. We are more innovative in the way that we think about retail media. It’s more of a spine that we create for marketing overall, especially as cookies are coming out of the marketplace.” - Kristi Argyilan Our fearless leader, Kristi Argyilan spoke with ADWEEK’s, Kathryn Lundstrom to discuss how we are working to differentiate Albertsons Media Collective in a competitive environment, addressing measurement and investing in the next wave of retail media. Check out the full Q&A here: https://lnkd.in/gBejwrf9 #RetailMedia #Measurement #Standardization

If your success metrics are limited to impressions, clicks or click rates, you're not truly measuring performance. Retail data is revolutionizing marketing capabilities. Today’s data-driven decisions surpass advertising analytics from just a few years ago. This is why Kroger Precision Marketing powered by 84.51˚ proudly sponsored the Path to Purchase Institute's #RetailMediaSummit. Retail media is transforming both shopper experiences and brand performance. On stage, Nick Hamilton from KPM and Beth Nussbaum Gross from Yahoo Advertising discussed the profound impact of retail data on the programmatic and CTV space. A few key takeaways from their session: ❇️ Brands and agencies are utilizing retail insights to optimize campaigns in real-time, aiming to drive incremental growth by reaching new households and increasing sales. ❇️ Retail purchase signals allow for precise advertising, enriching audience understanding and campaign effectiveness. ❇️ Retailers are helping brands understand their customers both within and outside specific categories. Also during the P2PI Retail Media Summit, Shannon Brungs Hartmann was celebrated as one of this year’s top 25 Retail Media Award honorees—a testament to Shannon’s transformational leadership of KPM’s media activation and buying team. #KrogerPrecisionMarketing #8451Proud #RetailMedia #RetailData #CampaignMeasurement

Want to leverage Kroger 1st Party Data & Measurement out of your own Seat in The Trade Desk? No problem! This fall, Kroger Precision Marketing is de-coupling Audience and Measurement costs to allow brands to leverage their own inventory supply and preferred pricing in their existing DSP seat. Thank you Vinny Rinaldi for the early Beta Testing with The Hershey Company. We look forward to continuing to prove out the sales impact of your programmatic media. This de-coupling will also enable Non-CPG brands to leverage Kroger's powerful 1st party dataset. Kroger's purchased based data can signal behaviors for QSR, Auto, Insurance, Fitness and so much more. A huge thank you to all of the folks at The Trade Desk and 84.51˚ for making this happen. Ben Sylvan Sarah Scherer Halli Goddard Kelsey Foege Trish Reilly Mark Robbins Marina Juarez Carley Lucas https://lnkd.in/g5PB5KBD #krogerprecisionmarketing #programmaticadvertising #retailmedia

If you missed our webinar "A CPGs Perspective on Retail Media and Personalization" last week, it is now available on-demand with valuable insights from Xavier Facon Steven Winnick and Gina Acosta. #retailmedia #personalization #promotions #dataandanalytics #retail #niq #coresightnews

This summer, the world’s temperature reached some of the hottest levels measured in recorded history. For the Kroger Precision Marketing team, it was another reminder that we all have a responsibility to be better stewards of our environment. That includes the digital media industry. I firmly believe retailers, publishers, and advertisers have the opportunity to be part of the sustainability solution. Together, we can reduce the rampant waste (and resulting carbon emissions) caused by “cheap” (inefficient) programmatic ad buys. Precision purchase-based audiences will help brands buy fewer – but better – ad impressions. And carbon emissions – together with the overall ad performance – will be key media buying criteria. During last month’s Cannes Lions International Festival of Creativity, Kroger had the opportunity to hear industry leaders explore how to make programmatic advertising more effective and eco-friendly. Check out the conversation with choreograph's Rich Astley, Scope3's Brian O'Kelley, IAB's Jeffrey Bustos and Cara Pratt. (link in the comments.) #CannesLions #Sustainability #KrogerPrecisionMarketing 8451

The Kroger Precision Marketing team will be at the Cannes Lions International Festival of Creativity here soon. Why Cannes, and why now? Because retail data is more important to brand creativity than ever. I think of the Atlantic Ocean as a metaphor of the gap between brand-building and brand-activation. The distance has created a disjointed consumer experience. It’s time to close that gap. Retail data is making it happen: 💥 Retail data informs brand strategy. It shines the light on brand challenges and opportunities. 💥 Retail data accelerates message relevancy. Purchase behaviors are the ultimate lifestyle signal to connect people to brands. 💥 Retail data measures the true impact of advertising. At the end of the day, advertising needs to drive results. Advertising has always been fueled by both art and science. Retailers like Kroger are bringing our own data science to the conversation – and influencing meaningful messages. I can’t wait to learn more at Cannes – and to help close that gap between brand-building and brand-activation. Interested in joining up? Reach out via the link in comments. #CannesLions2024 #KrogerPrecisionMarketing 8451

With 35 million weekly Albertsons Companies customers, Albertsons Media Collective is able to find powerful audiences to connect with your brand.   💡 What we know: Snacks and weekday staples are consistently the top categories shopped.   📈 What that means: Seamlessly integrating into the shopper's restocking grocery trip is crucial. Leverage our insights to find the right shopper, at the right moment, on the right channel.

Science-driven measurement is our love language. ❤️ So naturally, we made measurement the topic du jour for Kroger Precision Marketing’s final day of panel discussions at Cannes Lions International Festival of Creativity. In collaboration with Omnicom and VaynerMedia, KPM brought together industry thought leaders from Yahoo, OMD USA, Meta and DoubleVerify for conversations on the Croisette. A few key takeaways: 🔑 Ensuring clean and responsible data signals is key to making advertising more efficient and effective. 🔑 Utilizing comprehensive data sets allows for a more nuanced understanding of consumer behavior and campaign success. 🔑 Effective advertising strategies now involve deep collaboration between brands, retailers and agencies to ensure seamless integration and optimization across all channels. 🔑 Social media should be at the center of organizational strategy, providing vital consumer insights and allowing for real-time testing of advertising effectiveness before larger-scale media buys. 🔑 What constitutes quality and suitability can vary greatly between brands, and standards should be flexible enough to accommodate these differences. 🔑 Retail purchase signals offer new insights for audience understanding and campaign planning, allowing for more precise and impactful marketing strategies. Thank you to all our panelists and attendees for making this event a success. Together, we are shaping the future of media investments! #CannesLions #KrogerPrecisionMarketing #8451Proud #Advertising #Media