Amazon dominates, but 2025 belongs to the challengers. This U.S.-focused, keyword-optimized playbook shows how individuals and businesses can scale Walmart Connect, Kroger Precision Marketing (84.51°), and Target Roundel—with budgets, formats, CTV/off-site strategies, and measurement that CFOs believe.
Updated: August 2025 • Keywords: Walmart Connect strategy, Kroger Precision Marketing 84.51°, Target Roundel retail media, Vizio CTV closed-loop, off-site retail media USA, grocery loyalty audiences
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Table of Contents
1) Why Go Beyond Amazon in 2025
Retail media remains the fastest-growing major ad channel in the U.S. Dollars are shifting into Walmart’s CTV push, grocery loyalty audiences at Kroger, and Roundel’s expanding role inside Target’s ecosystem—giving brands more ways to prove sales and reach new shoppers.
Takeaway: Diversifying across RMNs reduces marketplace risk and opens off-site + CTV reach with closed-loop reporting.
2) Walmart Connect: CTV + Search + Store
What’s new
- Vizio integration for CTV scale tied to retail IDs and closed-loop outcomes.
- Rapid ad revenue growth; ongoing expansion of display/CTV and API capabilities.
- Increasing focus on omnichannel insights and store-level signals.
How to win (USA)
- Protect the digital shelf with Sponsored Search; layer off-site DSP and CTV for reach.
- Use store-level geo and inventory signals for grocery/consumables pushes.
- Run matched-market lift for CTV → cart/purchase proof; benchmark vs non-retail CTV.
Non-endemic play: Finance, auto, telco can reach shoppers via Walmart’s data and CTV footprint even without selling on Walmart.com.
3) Kroger Precision Marketing (84.51°): Loyalty Data, Full-Funnel
Why KPM
- Closes the loop between media exposure and store sales using 84.51° loyalty data.
- Centralizes media + insights + loyalty for integrated growth.
- Programmatic reach via DSP partners using purchase-based signals.
How to win (USA)
- Start with basket-based audiences (brand buyers, category switchers, lapsed shoppers).
- Use off-site open web to reach before the list is made.
- Optimize by UPC and household; report new-to-brand and incremental units.
Best fit: CPG, beverage, household goods, and seasonal grocery.
4) Target Roundel: Brand-Building with Proof
Momentum
- Roundel ad revenue growing steadily with strong YoY comps.
- Corporate guidance highlights multi-billion “value” contribution over time.
How to win (USA)
- Pair Roundel on-site placements with off-site extensions for launches.
- Lean into Target’s lifestyle context (style, beauty, home) for richer stories.
- Measure new-to-brand, trip frequency, and category halo.
Creative angle: Target’s audience responds to lifestyle storytelling and curated bundles—use comparison and “complete-the-look” visuals.
5) Sample U.S. Budget Splits
| Scenario | Split | Rationale |
|---|---|---|
| Grocery CPG (national) | Walmart 40% • Kroger 35% • Roundel 25% | Balance Walmart’s CTV + search with Kroger’s loyalty precision; use Roundel for lifestyle storytelling. |
| Household/Consumables | Walmart 45% • Kroger 40% • Roundel 15% | Heavier on high-frequency shoppers and inventory-aware pushes. |
| Style/Beauty launch | Roundel 40% • Walmart 35% • Kroger 25% | Lean into Target’s lifestyle audience; keep Walmart for scale and Kroger for loyalty proofs. |
Guardrails: Cap any single RMN at ~60–70% of your retail media budget; run at least one challenger test per quarter.
6) KPIs & Incrementality Tests
Retail ROAS + New-to-Brand
Report by UPC and household segment; include loyalty lift and trip frequency moves (KPM/84.51° excels).
CTV Outcomes
Use Walmart + Vizio closed-loop to prove view → cart/purchase; compare to non-retail CTV.
Off-site Lift
For prospecting, run open-web DSP with retailer audiences and a geo-split or matched-market test.
Methodology matters: Confirm attribution windows, identity graphs, and incrementality design before reporting year-over-year gains.
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7) Frequently Asked Questions
Is Walmart Connect really moving dollars into CTV?
Yes. The Vizio integration expands CTV reach and connects exposure to retail outcomes, drawing brand and video budgets into Walmart Connect.
What makes Kroger different?
Loyalty-card purchase data via 84.51° and tight integration of media + insights + CRM, enabling precise targeting and proof.
How fast is Roundel growing?
Roundel has shown strong year-over-year growth with increasing revenue and strategic importance inside Target’s ecosystem.
