Kroger adds Snapchat to its retail media network offering

Kroger Precision Marketing has added Snapchat to its retail media offerings, enabling advertisers to use Kroger’s first-party data to target consumers with Snap or Story ad campaigns.

• Example segments available for targeting include current, lapsed, and brand-new shoppers; category shoppers; shoppers by payment type; and shoppers by dietary preferences (vegan, gluten-free, etc.).
• Audience extension lookalikes and Snapchat interests and user behavior are also available to advertisers.

This follows the Kroger retail media program’s recent expansion to include video and connected TV inventory.

Why Snapchat? According to a 2021 study commissioned by the platform and internal data, it has over 363 million daily active users with a global spending power of $4.4 trillion and reaches over 75% of 13- to 34-year-olds in over 20 countries, making up over 50% of global advertising spend.

• We predict that Snapchat’s ad revenues will total $2.23 billion this year, growing nearly 15% year over year. Ad revenues per user will equal $25.28 as users spend 2.4% more time on the platform than last year.

Race to the top: With third-party cookie deprecation and federal privacy regulation approaching, quality data has never been so important.

And Kroger isn’t the only one that recognizes it. Everyone from Walmart and Lowe’s to DoorDash is getting in on the retail media game in the hopes of capitalizing on brands’ reliance on first-party consumer data.

It’s good timing, too, as we forecast retail media ad spend will total $37.39 billion this year and experience double-digit growth through 2024.

Better together: While the Kroger-Albertsons deal still hangs in the balance, neither company has been shy in admitting the ultimate goal of the merger: retail media dominance.

Together, the combined footprint of the companies would create one of the largest in-store media channels in the US with a reach of 85 million households, giving it an edge over Amazon, Instacart, and even Walmart.

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