NEW Programmatic Audio: Reach shoppers in the podcasts and audio apps where they spend time

Digital audio is booming. Emarketer reports US consumers will average 1 hour and 25 minutes per day with digital audio — nearly the same as their daily time spent with social media.

But that listening time is spread across several audio streaming services, apps and podcasts.

Now, Kroger Precision Marketing (KPM) is launching programmatic audio to meet customers wherever they are listening. The new managed-service capability reaches listeners and sends traffic back to high-performing products or custom pages on Kroger.com. 

Why Programmatic Audio?

Digital audio connects your brand with captive audiences engaged in their favorite streaming stations and podcasts, including prime listening moments like holidays.

Featuring a curated, pre-packaged selection of premium audio streaming and podcast inventory, KPM’s solution ensures your ads reach precise audiences. The seamless, programmatic audio solution drives meaningful awareness and engagement through non-skippable ads.

Brands can apply purchase-based audience segments such as:

• Current, Lapsed & New brand shoppers
• Category shoppers
• Audience Extension Lookalikes
• And many more…

Measurement:

In addition to standard media metrics, campaign reports show aROAS, iROAS, household Penetration, Uplift and Total Sales, Visits, and Units.

Ad Placements and Inventory

Advertisers have the option to run placements on bundled audio streaming inventory or to include podcast inventory for an additional cost. These placements serve across mobile, desktop, and in-app environments on multiple devices. Audio ads can also include companion banners—visual display ads that accompany audio spots. Companion banners are displayed simultaneously with the audio ad, enhancing brand interaction.

Programmatic audio campaigns can include bundled inventory from leading partners such as Pandora, iHeartMedia, and more — though not limited to these platforms. Our buying strategy ensures campaigns are optimized for performance and scale, serving across the best available inventory aligned to campaign goals and audience segments.

How to get started:

Just contact your Kroger Precision Marketing representative. As a managed-service offering, our team will do the work. You provide campaign parameters and select up to 5 audience segments. Creative services are available at an additional cost. We also accept a variety of ad serving and verification tagging solutions.

The capability is live now. Programmatic audio delivers premium audio inventory through an audience-first, managed service approach. Contact your team today to reach Kroger households in key moments through immersive, full-length audio placements across top platforms.