Kroger Precision Marketing now offers targeted Snapchat Ads to drive performance for CPG brands

Kroger Precision Marketing (KPM) recently added a new channel to its suite of top-rated full-funnel retail media solutions: Snapchat, the popular visual messaging app that enhances your relationships with friends, family, and the world.

Advertisers can now combine the power of Kroger's first-party retail data with Snapchat's immersive ad formats, including Snap Ads and Story Ads, to drive meaningful impact for their business.

“With third-party cookies on the verge of extinction, brands need ways to connect with their customers and activate effective digital campaigns on social platforms,” said Cara Pratt, SVP of Kroger Precision Marketing. “Snapchat is one way we can help them do that. KPM's collaboration with Snapchat helps connect a brand's ads to the most relevant Kroger shoppers on one of their favorite platforms.”

Together, Snapchat and Kroger Precision Marketing allow brands to connect with a unique, valuable, and highly engaged audience—many of whom can’t be found anywhere else on a given day. Snapchat reaches over 75% of 13- to 34-year-olds in over 20 countries, representing over 50% of global advertising spend, according to Snap Inc. internal data.

Snapchatters wield $4.4 trillion in global spending power (2021 Global Cassandra Study commissioned by Snap Inc.) and the platform has more than 363 million daily active users (Snap Inc. internal data).

Advertisers can drive performance and mitigate wasted spend by connecting with the right consumers at pivotal moments in the customer journey. The core audience targeting is rooted in Kroger's first-party retail sales data from loyalty cards.

Example segments available for targeting on Snapchat include:

• Current, Lapsed & New Brand Shoppers

• Category Shoppers

• Tender Type Shoppers

• Unique Diet Shoppers

• Package Label Qualifications

• Audience Extension Lookalikes

• Snapchat Interests & User Behavior

Millennials and Gen Z have a direct spending power of $1 trillion— and they are willing to engage and make purchases. Snapchatters are building brand preferences and buying the day-to-day products that they will be loyal to for the rest of their lives, making them a highly desirable audience for advertisers.

"With the holiday season in full swing, retailers are looking for new ways to reach their customers and drive conversions. Our relationship with Kroger Precision Marketing addresses this demand with expanded support for advertisers through our various ad formats, including Snap Ads and Story Ads,” said Sharon Silverstein, Head of U.S. Verticals, Snap Inc. “We're excited to match the data science of Kroger Precision Marketing with the high engagement and reach of our unique audience, helping brands deliver a tailored and relevant experience for customers."

For the past five years, KPM has been pioneering the third wave of digital advertising—retail media—to make advertising more effective through better targeting and measurement standards. Adding Snapchat as a solution is another step in our ongoing journey to engage relevant consumers where they spend their time.

This follows our recent expansion of the Kroger Private Marketplace to include video and CTV inventory, as Americans now spend more time watching streaming than cable. 

KPM will continue to build new bridges and inspire consumers wherever they are consuming content.