Additionally, Home Chef used KPM鈥檚 shopper data to reach lapsed customers and in-market shoppers and measure performance after a streaming campaign on Roku. The campaign achieved 2.4 times the return on ad spend, and delivered a 20.6% lift in sales among new buyers. Home Chef was able to recapture lapsed buyers and activate a new segment of meal kit customers.
Our own retail media network offsite ad spending forecast has the category set to grow 64.1% this year to $11.04 billion. The two figures don鈥檛 tie up because of varying definitions, but both forecasts show the category is becoming a significant driver of retail media writ large.
On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss how standardization can unlock retail media spend, when we are likely to see it, and where the future of targeting is headed. Then for "Red-Hot Retail," our analysts give us some spicy predictions about the future of retail media ad buying. Join our analyst Sara Lebow as she hosts analyst Max Willens and vice president of business intelligence at Advertiser Perceptions Nicole Perrin.