The lines between retail media and premium video are disappearing fast – and the convergence of retail data and premium streaming is reshaping how marketers define audiences, measure success and drive real-world sales lift. Cynopsis asked Molly Ryan, Director of Agency Partnerships, Kroger Precision Marketing, for her take.
You work at the intersection of retail media and premium video. How are you defining that convergence today?
Retail data has become the foundation of outcome-based CTV audiences. For example, brands use retail data across CTV to reach known brand-buyers, competitive-buyers, or lapsed-buyers. You could even have a schedule that ONLY reaches new households by suppressing brand-buyers. The convergence of retail data and CTV is super-charging the impact of CTV investments.
How has the role of premium video evolved in the last 2–3 years in conversations with brands and agencies?
Conversations today begin with retail audience strategy. We’re talking about the brand’s objectives and which audiences will maximize the impact against those goals. And we’re seeing CPG brands build on success by optimizing against in-store performance. Overall, streaming TV campaigns using Kroger audiences have shown a median 5% sales lift and 8% median lift in household penetration.
What misconceptions do brands still have about retail media and CTV working together?
Grocery data is a lifestyle signal. It isn’t just for CPGs. Automotive brands are using grocery data to reach their defined audiences. Grocery purchase data is refreshed every week – and it paints a rich picture of household interests. Insurance brands, fitness brands, QSR brands and auto brands are all using grocery purchase signals to identify audiences that match a lifestyle interest they want to reach.
