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Kroger Precision Marketing moved its self-service retail media ad platform in-house last year. Walmart Connect announced self-service inventory for its TV wall and for smaller advertisers in April. Lack of self-serve programmatic tools is US advertisers鈥� No. 3 challenge involved in using retail media networks (RMNs), according to a May 2023 study from The Trade Desk.

Walmart, Best Buy, Sephora, The Kroger Co., and Albertsons Companies have launched new paid memberships since 2020. Most of these memberships assume the Amazon Prime model, putting free shipping and delivery front and center. They often also offer access to exclusive products, services, and rewards programs. Despite these new offerings, the overall rate of revenue growth is decreasing.

It accounts for over one in four dollars that US consumers spend on groceries, which far outpaces its next-closest rival, Kroger. That strong position is helping it grow its retail media business. Our US digital ad revenue forecast expects Walmart鈥檚 advertising revenues to grow 40.4% this year, outpacing the rate of every other large company.

Look to The Kroger Co. or Walgreens for examples of what that can look like. 3. Advertisers are feeling overwhelmed by the number of potential RMN partners. The stat: 57% of US advertisers say they鈥檙e willing to work with a maximum of four retail data partners, according to The Trade Desk Intelligence. The same percentage say they prioritize working with the biggest and/or most relevant RMNs.

Retail media and CTV partnerships are also worth keeping an eye on, as partnerships like the one between The Kroger Co. and The Walt Disney Co. or Walmart and Roku allow for an unlock of first-party retailer data on CTV, which will be a $29.29 billion ad channel next year, according to our forecast. 鈥淚'm curious to see if there's any news on the retail media CTV front.

Retail sales is the ultimate proof of advertising effectiveness, so we have a responsibility to be at Cannes,鈥� Cara Pratt, senior vice president of Kroger Precision Marketing, told Marketing Brew. Our take: Retail media networks are making themselves known at Cannes. Instacart announced a shoppable ads partnership with YouTube. Amazon Ads revealed a partnership with Omnicom Media Group.

In order to set themselves apart from the competition, we predict that some RMNs will follow in The Kroger Co.鈥檚 footsteps and build out their self-service platforms for advertiser clients.

What鈥檚 going on: A survey by Kroger-owned 84.51掳 found that 27% of consumers are more loyal to their preferred brand than last year. However, only 5% define loyalty as exclusively buying a single brand and 26% say that while they have a 鈥減referred鈥� brand they鈥檙e willing to try something else.

Amazon and Walmart Connect are the two biggest players, according to data from the Association of National Advertisers, but Target, Kroger, and Instacart are not too far behind. That means advertisers have options. Lipsman says as long as supply outpaces demand, cost per click will stay low, 鈥渂ut it may be safer to invest in still-maturing platforms.鈥�. Affordable grocers are thriving.

But D2C healthcare and pharma brands may find some success partnering with Best Buy, CVS Health, Kroger, or Walmart to break through the noise in other channels. This article originally appeared in Insider Intelligence's Digital Health Briefing鈥攁 daily recap of top stories reshaping the healthcare industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily. Are you a client?

Kroger Health. Merritt Hawkins. Morgan Stanley. Morning Consult. National Institutes of Health (NIH). Oak Street Health. PatientPop. Surescripts. The Commonwealth Fund. The New England Journal of Medicine. VillageMD. Walgreens. Walmart Health.

鈥淎mazon, Walmart, Target, and Kroger 鈥� everyone across this entire booming retail media space is posting incredibly strong advertising numbers. That is really driving so much of the incremental growth across our digital ad spend forecast,鈥� our analyst Peter Newman said on an episode of the 鈥淏ehind the Numbers: The Daily鈥� podcast.

鈥淸Albertsons] have consistently shown that regardless of what happens with the potential merger with Kroger, they鈥檙e making strong moves to build their retail media empire鈥攁nd it鈥檚 not a flash in the pan,鈥� our analyst Jeremy Goldman said. 5. Amazon. Teaming up with GroupM, Amazon is developing shoppable content for its free ad-supported streaming TV channel on Prime Video and Freevee.

Okay, so we have Kroger. Real quick putting both of you on the spot, will the Kroger/Albertson's deal go through this year? Jeremy Goldman:. No. I was on the podcast I don't know how many months ago. Sara Lebow:. Yeah, you were. Jeremy Goldman:. I'm saying no. I still say now. Zak Stambor:. Well, since you put me on the spot, I'm going to say yes but I have not a really great handle on it.

Third-party cookies are in our rear-view mirror,鈥� said Cara Pratt, senior vice president at Kroger Precision Marketing. 鈥淢arketers should take this extra time as a cue to proactively adapt.

While its Kroger merger is still on hold, Albertsons is making other moves through a partnership with Rokt, an AI-based personalization tech that will allow non-endemic advertisers to target Albertsons consumers. The June announcement came around the same time that Albertsons Media Collective launched Collective TV, which integrates its retail media and CTV capacities.

A piece of the pie: From Walmart to The Kroger Co. to even Dollar General, everyone wants to capture a share of growing healthcare spend. US prescription drug sales alone will total $620.27 billion this year, according to our forecast. Meanwhile, US telehealth users will grow 5.1% this year to reach 105.1 million.

While Walmart鈥檚 US grocery ecommerce sales only represent 15.5% of the company鈥檚 total grocery sales, they will grow by double digits this year, reaching $39.91 billion and outpacing Albertsons Companies ($5.47 billion), Amazon ($35.46 billion), Target ($7.72 billion), and The Kroger Co. ($15.85 billion).

Food retailers such as Kroger and Walmart have implemented their own food-as-medicine programs that include food donations to community health organizations and in-store efforts like shelf tags and app-based nutritional scoring systems to direct shoppers to healthy food choices.

鈥淥ur role is to make customers feel special, every way that we can,鈥� said Jill Smith, vice president of media sales, Kroger Precision Marketing at 84.51掳. Smith spoke specifically of retail media, but the quest for personalized ads extends to social media and beyond.

It's 1986, so right in between you guys. 1986 in a Kroger near Atlanta. It worked a little different than self-checkout works today. Shoppers scanned and bagged their items and then they paid at a central cashier station according to a 1987 article from The Oklahoman that I read. Then Kroger VP Donald F.

Many retailers are ramping up their in-store media offerings to create an interactive, digital experience within the store, said Marsten, citing The Kroger Co.鈥檚 partnership with Cooler Screens and Walmart鈥檚 wall of TVs. 鈥淒igital is physically changing what the store looks like inside,鈥� she said. 鈥淐hanging what you鈥檙e going to be able to interact with, touch, feel.鈥�.

Today鈥檚 retail media networks fall into five categories: digital marketplaces or platforms (Amazon, Shopify, Etsy), mass merchandise or department stores (Walmart, Target, Macy鈥檚), category specialists (The Kroger Co., CVS, The Home Depot), commerce intermediaries (Uber, Instacart, Gopuff), and other commerce verticals (Expedia, Klarna, Marriott).

Pharmacy retailers CVS Health, Kroger Health, Walgreens, and Walmart have significantly boosted their in-store and virtual care services to include primary care, urgent care, and mental health services, among others. Online pharmacies like DiRx Health and Mark Cuban Cost Plus Drugs sell a wide range of generic medications for low, transparent prices. Pharmacy discount card programs are proliferating.