Kroger and SiriusXM Media Deliver $10 aROAS Across Verticals

The RMN + Digital Audio Opportunity

Retail media networks (RMN) connect advertisers with an associated retailer’s first-party consumer data and onsite media (think websites and apps) to deliver highly effective, lower-funnel advertising strategies. Imagine a shampoo ad showing up in a retail app right when shoppers are looking to add shampoo to their carts.

When you add digital audio to your RMN campaigns, you reach consumers in more places (like in the car and when screens are unavailable) and at more points along the path to purchase—using that same first-party data to target shoppers. Now, imagine seeing that shampoo ad after being exposed to an audio ad that provides product details and benefits. Chances are, you'd be more likely to consider clicking the ad. And for shoppers who don't use retail media, your audio ads can still reach and influence them.

The Influence of Audio

Digital audio is proven to influence buying decision, moving consumers from awareness, to consideration, right on down to purchase.

The Study with Kroger Precision Marketing

We worked with Kroger Precision Marketing to evaluate the impact of SiriusXM Media streaming audio campaigns across 43 food, beverage, pet, and health, beauty, and cosmetics (HBC) campaigns. 

The Objectives

The goal was to measure how well streaming audio drives new brand buyer uplift, ROAS, incremental sales, and incremental visits for RMN campaigns. 

The study's objectives include:

• Generate ROAS for brands 

• Reach new households and recruit new brand buyers

• Drive sales lift and visits lift brands

The Solution

We developed highly effective campaign strategies:

• Product mix: Leverage a mix of Streaming Select mobile audio and web placements across Pandora and SoundCloud on the SiriusXM Streaming Network

• Audience strategy: Apply advanced Kroger Precision Marketing first-party audiences informed by purchase behaviors and geo-targeting to connect with audio streamers ages 18 and up

• High-impact creative: Develop creative with contextually relevant themes, sound effects, and subject matter that resonate with listeners 

The audio assets for the campaigns were developed with our in-house creative agency, Studio Resonate, as added value, including versioning across all Kroger banners.

The Results

With impressive attributable return on ad spend (aROAS) and lifts in both visits and sales, this study and our partnership with Kroger Precision Marketing proves that audio is an integral and effective channel for RMN campaigns.

On average, SiriusXM Media campaigns drove the following results:

• $10.30 aROAS

• +14% sales uplift 

• +16% house-hold penetration

• +15% uplift in visits

• +52% new house-hold trial uplift

Outstanding Outcomes

The aROAS and lifts were even better for some brands and verticals.

• $15.68 aROAS for a beverage company

• +25% sales lift for the food vertical

• +25% house-hold penetration for the food vertical

• +26% uplift in visits for the food vertical

• +78% new house-hold trial uplift for the HBC vertical

With results like these, it’s clear that when you add digital audio to your RMN buys, the result is better, more effective campaigns.

We did it for them; we can do it for you. Learn more about the power of adding audio to your retail media network campaigns.

If you’re ready to get started, let’s talk.

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