Media Post: How Kroger Precision Marketing will build a 'better' ad business than Google
Marketers must know where brands stand amidst the competition, as more consumers shop online for groceries. Kroger Precision Marketing (KPM), the retail media business of Kroger that's powered by technology company 84.51°, has launched a new feature on its self-service platform for brands to see their share of the digital shelf.
Share of the Paid Digital Shelf is the latest addition to the analytics provided by Kroger Precision Marketing. It allows advertisers to analyze the metrics in different ways, in addition to determining the total number of clicks, sales driven by paid clicks on ads in-store and online, and data on reach and volume of customers to demonstrate the sales impact.
“If I’m Tostitos, and I know that within the tortilla chips category I have 20% of the sales, I want to make sure I have at least 20% of the share of voice on the site,” said Michael Schuh, vice president of media strategy, Kroger Precision Marketing at 84.51°.