The world of retail media has long been defined by its proximity to the point of purchase, mastering the art of converting a browser into a buyer. But the upper-funnel world of brand building and storytelling has often remained a separate discipline, measured by different metrics and executed on different platforms.
Now, a new partnership aims to collapse that distance, creating entertaining and educational video content designed not just for viewing, but for converting.
This ambition to merge content with commerce is the driving force behind Fresh Content Studios, a new collaboration between Kroger Precision Marketing and Roku Brand Studios, according to Christine Foster, SVP, commercial strategy and operations, Kroger Precision Marketing. Speaking in this video interview with Beet.TV, she explained the venture aims to deliver omni-channel campaigns that can be measured by real business results.
Bridging the brand-to-basket gap
Retail media networks are experts in bottom-funnel tactics, so why would Kroger need a full-fledged content studio? For Kroger’s KPM, the answer lies in connecting brand narratives directly to the shopping cart. “We’re passionate about building brands, and we see this as an opportunity to bring more of the funnel together by showcasing the stories that brands are telling offsite in a way that directly connects with the conversion point,” Foster said.
She argued that the industry has historically kept brand marketing and performance marketing in separate siloes, a division she believes is outdated. “We’ve kind of treated these things as very separate historically, and it’s time to bring them together and thread brand stories throughout the consumer journey in a way that really touches all of the omni-channel kind of touch points and delivers real impact for these businesses,” she added.
The move reflects a broader industry shift where retail media networks are expanding their reach beyond their own websites and apps. Many are now extending into off-site channels like connected TV and social media, allowing brands to engage with shoppers across a wider array of their media consumption habits. KPM’s partnership with a major streaming player like Roku is a direct execution of this strategy.
From streaming screen to shopping cart
The goal of Fresh Content Studios is to create content that performs a dual function: entertaining viewers while also prompting a purchase. The professionally scripted content will be tailored to the specific audiences and outcomes of each brand, Foster explained. “What we really sought to do is deliver high-quality video production in a way that entertains, educates, and drives real conversion by merging compelling storytelling with real brand outcomes,” she said.
Foster believes this approach offers a richer alternative to standard advertising formats, moving beyond what she called the “historical 30-second spots of old.”
The content will be distributed across Roku and KPM touchpoints, designed to create a seamless path from inspiration to purchase. “So, we’re really excited about the opportunities that brands have to tell compelling stories across the full funnel of touch points,” Foster added.
Measuring what matters
KPM is optimizing its new content offering toward measurable brand impact, using existing performance as a baseline. Foster pointed to the proven effectiveness of combining Roku’s platform with Kroger’s first-party data. “We know that historically, Roku campaigns with Kroger audiences deliver 5% more sales impact at the median, and 8% more median household lift,” she said. “This is massive.”
By integrating storytelling more deeply into its advertising solutions, KPM hopes to redefine what omni-channel marketing can achieve. “This kind of broadens the horizon for what we think about when we think about omni-channel in a way that really drives aspiration all the way to conversion,” Foster said.
Proving such a direct sales lift is critical in a fiercely competitive market. The U.S. retail media sector is projected to hit $67 billion in 2025, but growth is not evenly distributed. With giants like Amazon and Walmart commanding a majority of the ad spend, other networks are innovating with offerings like off-site media and content studios to secure their share.
You’re watching “Using Precision Data to Build Brands”, a Beet.TV leadership series presented by Kroger Precision Marketing. For more videos from this series, please visit this page.
