MIAMI — Could Homer Simpson help Pepsi shift more soft drinks using the power of connected TV?
That’s what Disney aims to find out, by launching a trial in which it will offer Hulu ads targeted using Kroger shopper data.
In this video interview with research analyst Joanna O’Connell for Beet.TV, Cara Pratt, SVP, Kroger Precision Marketing, 84.51°, discusses the partnership.
Disney Advertising announced a “limited beta test” in which it will leverage Kroger Precision Marketing data to provide retail media for Disney media inventory.
The program starts with Hulu and a “select group of CPG brands”. PepsiCo was an alpha-phase tester. The pair are targeting general-market release in the second half of 2023.
The tie-up has three elements:
- Combining Disney’s audience graph with Kroger’s data on 60 million annual shopper households to develop audience-based targeting.
- CPG adjacency to shows in Disney’s portfolio.
- Measurement for in-store and online ad impact, closing the loop from exposure to Disney’s ad inventory. Reports include receive retail sales, household penetration and segment level insights.
Hulu shows include The Simpsons, Last Week Tonight With John Oliver and Single Drunk Female.
Don’t miss our May 10 Learning Lab on the Incrementality of #retailmedia! Feat. firstmovr, #KrogerPrecisionMarketing at @8451group, @incrementalinc & @skaicommerce
Official P2PI members can pre-register at no cost:https://t.co/gSFelbB2bO pic.twitter.com/75qxheogH7
— Path to Purchase Institute (@P2PInstitute) April 13, 2023
The importance of standards, transparency and interoperability
When asked about trends in retail media, Pratt emphasizes the growing consumer demand for relevancy and the importance of creating connection points with publishers.
But she also points to the need for standards. With numerous new entrants in the market over the past two years, it has become difficult for buyers to understand the nuances and differences between various platforms. Pratt believes that this issue will be resolved through the establishment of standards.
Kroger Precision Marketing launched in 2017, early in the evolution of retail media networks.
Powered by 84.51°, a company specialized in helping retailers, agencies and publishers unlock retail assets for advertising, it boasts data from 60 million households.
Its ads can be delivered through Kroger.com, partner websites and Kroger’s MyMagazine platform.
This interview was filmed at POSSIBLE 2023 in Miami. For more Beet.TV videos from this event, please visit this page.