Kroger Study Links Retail Media Creative Quality to Conversion Rates
· 1h ago · Originally reported by MediaPost
Kroger has released a study examining how the quality and type of creative used in retail media campaigns impacts conversion rates. The findings suggest that creative elements play a significant role in driving shopper actions within retail media environments.
Why it matters
Understanding which creative strategies boost conversions helps brands and retailers optimize their advertising spend and improve campaign effectiveness in the fast-growing retail media sector.
Explain it like I’m new here
It's like using better pictures and words on store signs to help more people decide to buy something.
Read the original at MediaPost
Terms in this story
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
Creative
A creative is the actual ad content a person sees or hears, such as an image, video, audio spot, HTML5 animation or native text, delivered into an ad slot.
Conversion
A conversion is a valuable action that an advertiser wants people to take after seeing or clicking an ad, such as a purchase, sign-up, app install, call or form submission.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
Go deeper
Related stories
Consolidation Predicted for Australian Retail Media Sector
Industry expert Mark Ritson has forecasted a wave of consolidation within Australia's retail media landscape. This suggests that smaller retail media networks may merge or be acquired as the market matures and competition intensifies.
Study Finds Nearly Half of Grocers Not Fully Leveraging Retail Media
A recent study reveals that almost 50% of grocery retailers are not making full use of retail media opportunities. This suggests many grocers may be missing out on potential advertising revenue and customer engagement through their digital…
Ahold Delhaize Uses AI to Enhance Its Retail Media Offerings
Ahold Delhaize is leveraging artificial intelligence to strengthen its retail media capabilities. The company aims to use AI to optimize ad placements and improve targeting for brands advertising on its platforms.
Kroger Advances Integration of Retail Media Creative With Digital Sales
Kroger has made progress in connecting its retail media advertising creative with actual digital sales data. This move aims to help brands better understand how their ads on Kroger's platforms influence online purchases.
IAB Study Finds 43% of Marketers Not Fully Leveraging In-Store Retail Media
A new study from the IAB reveals that nearly half of marketers are not making full use of in-store retail media opportunities. The research highlights a significant gap in how brands are utilizing physical retail spaces for digital…
IAB and Grocery TV Highlight Evolution of In-Store Media Beyond Shopper Marketing
New research from IAB and Grocery TV indicates that in-store media is expanding its role, moving past traditional shopper marketing strategies. The findings suggest retailers are leveraging in-store screens and digital displays for broader…