KROGER PRECISION MARKETING SPEC SHEET

KROGER PRECISION MARKETING

SPEC SHEET

VERSION 2.0 | 2.2021

CONTENTS

Tone of Voice 3

Competing Retailer Language 4

Suggested CTA Wording

DISPLAY BANNER ADS

Display; Co-Branded Banner Ads

Display; HTML 5 Specs 8

Display; Native Ads 9

Display; In-Image Ads 10

Email Guidelines 11

Email Module 12

SSE No Offer 13

SSE Single Offer 14

SSE Multiple Offer 15

LANDING PAGES

Content Only; Desktop 16

Content Only; Mobile 17

Single Offer; Desktop 18

Single Offer; Mobile 19

Multiple Offer; Desktop 20

Multiple Offer; Mobile

ON-SITE ADS

Static and Targeted Ads 22

Home Page Icon Ads

OFF-SITE MEDIA

Pandora 25

Pre-Roll Video 29

Facebook 31

TARGETED DIGITAL COUPON 34

PUSH NOTIFICATION 35

TONE OF VOICE

Do not include copyrights or disclaimers, unless legally necessary (documentation required).

Brand and/or manufacturer logo can be featured, unless it is part of an enterprise campaign, in which case, the campaign logo will

take priority.

Copy should be uplifting and upbeat, per Kroger Tone of Voice.

Suggestive rather than directive.

Avoid copy that assumes customer can be identiﬁed by: lifestyle, activities, demographics, or

gender.

Avoid provocative statements.

Avoid competitive language (toward other products or retailers).

Do not direct customers to external websites, memberships, or rewards programs.

Do not include phone numbers or email addresses.

Avoid using phrases or taglines that may be trademarked by competing retailers (e.g.

“Just for You”). See Appendix.

Avoid “So we’ve sent you these savings” or “We’re sending you these savings.”

Avoid capitalizing words with the exception of "OFF" and "NEW" in creative copy (capitalized words embedded into images are permitted)

Avoid mentioning specific product pricing and/or location unless approved by a Category Manager

Include digital coupon savings in headline, where applicable.

When driving media to a coupon, include a digital coupon callout in the copy (e.g. "Save $X on Product with digital

coupon") or use the "Clip Coupon" CTA. This helps prime our Customer to take the next step and load the offer to their

card.

When calling out savings within any body copy, should say “with your Card” and “with your digital coupon” so copy

sounds more personal/thoughtful

See Appendix for required CTA wording.

Krojis are not permitted to be used in creative.

COMPETING RETAILER LANGUAGE TO AVOID

Ahold Delhaize

Food Lion: MVP Customer, “Shop, Swipe, and Save”

Giant: BONUSCARD®

Hannaford: My Hannaford Rewards

Stop & Shop: None

Albertsons: just 4 U, Club Card, Preferred Card, Grocery Rewards Aldi: None

Amazon: Amazon Prime, Amazon Smile

CostCo: Gold Star Member, Gold Star Executive Member H-E-B:

Points Club Rewards®

Hy-Vee: Fuel Saver + Perks, Comeback Bonus Bucks, Hy-Vee Deal$®, Hy-Vee Aisles Online® Meijer: mPerks®

Price Chopper: AdvantEdge Card Publix: None

Safeway: just 4 U, Gas Rewards

Target: REDcard, Target Restock (delivery), GiftNow®, Cartwheel (app, name being retired), “Expect More. Pay Less.”

Trader Joe’s: Fearless Flyer® (circular) Wakefern

Food Corp.:

ShopRite: Price Plus® Club Card, SavingStar® (3rd party partner), Downtime Dollar$ Price Rite: MyPriceRite

The Fresh Grocer: Price Plus® Club

WalMart: Savings Catcher®, “Save Money. Live Better.” Sam’s Club:

None

Wegmans: Shoppers Club

Whole Foods: Rewards (defunct, replaced by Amazon Prime) WinCo: None

Winn Dixie: SE Grocers rewards card, Winn-Dixie Customer Reward Card (defunct)

SUGGESTED CTA WORDING

Preferred Coupon CTA

Clip Coupon

Alternatives

Check Out Savings

Get the Savings

Get the Coupon

Get Your Coupon

Redeem Now

Redeem Savings

Save Big

Save Now

Score Your Coupon See

Coupon Savings Start

Saving

View Your Savings

Non-Coupon CTAs

Check it Out Discover

More Find Out How

Find Out More

Get More Details

Get Started Learn

Let’s Explore See

What’s New

Shop Now Start

Shopping Take a

Look

Get Recipe

DISPLAY

CO-BRANDED DIGITAL BANNER ADS

SPECIFICATIONS

Dimensions: 160x600; 300x250; 300x600; 320x50; 728x90

Resolution: 72 dpi

Animated Ad Format: HTML5

Animation Run Time: 15 sec (max of 3 loops) Static Ad

Format: .jpg or .gif

File Size: < 150 kb

Includes CTA: Yes

GUIDELINES

Must include “Banner Bar” on all ads.

Banner logos must include the following text: Available At, New At, or

Exclusively At.

Must include 1 px border (#000000).

Must include click tag for functional click-thru.

Must provide static back-up images for banners/divisions.

FILE NAME CONVENTION

KPM_mediaLiveDate-YYMM_KPM.clientname.productname.creativeversion_division_size.jpg

For Example:

KPM_2009_KPM.Kroger.PrivateSelection.Chips_KRO_300x250.jpg

*No additional spaces or underscores should be present in filename

ORGANIZATION OF FINAL FILES

Zip: All Campaign Files

Folder: One folder for each creative version

Subfolders: One folder for each creative division banner

Within subfolders: All sizes for each division banner

ANIMATED TECHNICAL SPECS

See page 8

BUTTON

Height: 30 px

Corner Radius: 20 px

Padding: 10 px

Kroger Version Button Color: #FFFFFF

Banner Version Button Color: #084999

Font: Gotham Rounded Bold, 12px

Case: Initial Case

Kroger Version Font Color: #084999

Banner Version Font Color: #FFFFFF

Character Limit: 25

DISPLAY

CO-BRANDED BANNER BAR - USAGE & SPECS

CAAM Flat Art Upload

All flat art files should be built at 72 DPI. Please build creative to the flat art file size specs listed below. DO NOT include the Call to Action or

Banner logo –they will be provided by CAAM. While our template sizes are shown at 100% (the final banner size), the flat art file size is built

at 200% to ensure high quality creative can be reviewed by 84.51°. When uploading the flat art into CAAM, you will drag the flat art within

the corresponding template size outlined in the chart below.

Template Size: Use these dimensions when you are building out the creative manually (including Kroger branding and call to action) and

sending it via email instead of uploading it into CAAM (less common)

Flat Art File Size: Use these dimensions when you are submitting creative via CAAM (KPM’s creative system) which will add the Kroger

branding and call to action for you (most common)

728 x 90

300 x 600

AVAILABLE AT

300 x 250

320 x 50

160 x 600

KROGER MASTERBRAND TEMPLATE

Template Size

Flat Art File Size

320 x 50 px

428 x 100 px

160 x 600 px

320 x 920 px

728 x 90 px

976 x 180 px

300 x 600 px

600 x 920 px

300 x 250 px

600 x 400 px

DISPLAY

ANIMATED CO-BRANDED DIGITAL BANNER ADS – HTML 5 SPECS

Creative assets are uploaded to DoubleClick Campaign Manager in order to traffic display campaigns. This particular ad serving program

has set requirements for developing HTML5 assets. Please keep the following in mind when developing creative:

• Please do not send PSD files, we are unable to use these.

• Please provide static back up assets for all banners/divisions.

o Static back up assets must be .jpg, .jpeg, or .gif files.

o Static back up assets must not be animated.

• HTML assets cannot use local or session storage

• Each creative HTML asset must be individually zipped and contain the following:

o Must include a click tag for a functional click-thru

▪ The URL should be https://www.kroger.com

▪ Due to time demands, we are unable to fix incorrect clicktags. When clicktags are not formatted correctly, the

creative will be sent back for revision.

o Must be able to load into an iFrame

o Any other assets referenced by the HTML file, including:

▪ Javascript file(s)

▪ Images

o Must be under 5MB in size

• Please zip the files before sending, do not send unzipped files.

• Do not include any of the following within the zipped HTML asset:

o Any other zipped files

o No unreferenced files (including Thumbs.db)

o Static files, unless specifically referenced by the HTML file

• Reference file naming convention and organization of files found on page 6

A sample HTML5 .zip file is available for download here.

All files, once received, are checked using DoubleClick Campaign Manager’s HTML5 Validator, available here.

DISPLAY

NATIVE ADS

ADVERTISER NAME/LOGO

Either the Advertiser name OR logo must be provided to be displayed on the ad. You do not need to provide both especially if your

name is your logo.

Maximum Advertiser Name Characters: 25

Minimum Logo Size: 100x100

Maximum Logo Size: 200x200

Maximum Logo File Size: 1200kb

Logo Aspect Ratio: 1:1

Logo Color Model: RGB

CREATIVE IMAGE

Advertiser must provide an image to promote their product and/or brand message.

Minimum Image Size: 1200x627

Maximum Image Size: 2000x1200

Image Format: JPEG or PNG

Maximum Image File Size: 1200kb

Image Aspect Ratio: 1.91:1

Image Color Model: RGB

TEXT

Advertiser must provide text to accompany their creative image. Please download the Native Creative Template from our website to

input your text prior to sending it to your assigned Campaign Manager. The Kroger banner name must appear in either the headline or

body copy. Instead of versioning out the text for each banner, include “BANNER NAME” where you would like it to appear, and we will

version it out in our system.

Headline Maximum Characters: 25

Body Text Maximum Characters: 90

Call to Action Maximum Characters: 15

FILE NAME CONVENTION

KPM_mediaLiveDate-YYMM_KPM.clientname.productname.creativeversion

For Example:

KPM_2009_KPM.Kroger.PrivateSelection.Chips

*No additional spaces or underscores should be present in filename

DISPLAY

IN-IMAGE ADS

Display ad sizes (728x90 and 300x250) can be repurposed to be used in an in-image placement. Final creative submitted for the display

ad campaign will be sent to be used for in-image unless custom creative development is requested and approved.

In some cases, custom in-image creative can be developed by the service provider. If custom creative development has been approved,

the Advertiser is responsible for providing the following:

Hi-Res Layered PSD Files

• Background pattern or color

• Logo

• Tagline & Font

• Call to Action

• Campaign Artwork

Any additional creative direction on the look/tone/feel of the artwork should also be provided.

ADDITIONAL EMAIL COPY GUIDELINES

Reference Page 2 for Kroger Tone of Voice Guidelines.

Instead of mentioning a specific division in copy, use the code xBannerdisplaynamex. This will automatically populate with Kroger, Fred

Meyer, QFC, etc.

Do not stylize or format text in headlines or calls to action (no bolding, italicization or underlining).

Email Subject Lines:

Subject Line should call out the deal and savings amount without being deceptive (e.g. if it's a BOGO don't say "Free Product for

You")

No taglines or registered trademarks allowed in the subject line. (Initial Case)

Examples: Special Savings on Pure-Squeezed Juice / Special Savings on Ethically Sourced Chocolate/ Savings on Organic Craft

Yogurt / A Special Offer on a Delicious Dinnertime Classic

Email Preheader Text:

A short line of copy teasing the savings, which will appear under the subject line in most inboxes. Product names, taglines and

registered trademarks are permitted. (Sentence Case)

Examples include: Exclusive offer for 100% orange juice. / Exclusive offer on premium chocolate. / Special savings to scoop up.

/ Savings on fast, flavorful rice.

EMAIL MODULE

IMAGE

Dimensions: 1200 x 920 (Retina)

Resolution: 72 dpi File

Format: .jpg

File Size: under 200kb

(robust photography)

COPY

Headline Character Limit (Including Spaces): 30 Headline

Copy: Initial Case

Body Character Limit: 135

Body Copy: Complete Sentences (Sentence Case) CTA Link

Character Limit: 20

CTA Copy: Lead Caps

Module Example

NO OFFER TEMPLATE

SUBJECT LINE TEXT (SL)

Character Limit (Including Spaces): 50 Copy: Initial

Case

PRE-HEADER TEXT (PHT)

Character Limit (Including Spaces): 60 Copy:

Sentence Case

HERO IMAGE

Dimensions: 1200x440 px File

Format: .jpg

File size: > 200k

COPY

Headline Character Limit (Including Spaces): 30 Headline Copy:

Initial Case

Body Character Limit (Including Spaces): 225 Body Copy:

Complete Sentences (Sentence Case)

CTA

Only use CTA if linking to a shoppable page or other

destination. CTA copy can be changed. CTA Character

Limit: 20

CTA Copy: Lead Caps

VERSION CODE

Will be supplied by the Campaign Manager

Standard legal in black text is required. Please do not edit.

FINAL FILES

Hi-res working files with all images and layers included (file

should not be flattened)

NOTE: Use of this template must be pre-approved by KPM

SINGLE OFFER TEMPLATE

SUBJECT LINE TEXT (SL)

Character Limit (Including Spaces): 50 Copy: Initial

Case

PRE-HEADER TEXT (PHT)

Character Limit (Including Spaces): 60 Copy: Sentence

Case

HERO IMAGE

Dimensions: 1200x440 px File

Format: .jpg

File size: > 200k

COPY

Headline Character Limit (Including Spaces): 30 Headline Copy:

Initial Case

Body Character Limit (Including Spaces): 225 Body Copy:

Complete Sentences (Sentence Case)

OFFER PRODUCT IMAGE

Dimensions: 550x310 px Resolution: 72

dpi

File Format: .jpg

File Size: 80kb min; 120kb max (robust photography)

OFFER COPY

Headline Character Limit (Including Spaces): 30 Headline Copy:

Initial Case

Body Character Limit: 135

Body Copy: Complete Sentences (Sentence Case) CTA

Character Limit: 20

CTA Copy: Lead Caps

VERSION CODE

Will be supplied by the Campaign Manager

Standard legal in black text is required. Please do not edit.

FINAL FILES

Hi-res working files with all images and layers included (file should not

be flattened)

MULTIPLE OFFER TEMPLATE

SUBJECT LINE TEXT (SL)

Character Limit (Including Spaces): 50 Copy:

Initial Case

PRE-HEADER TEXT (PHT)

Character Limit (Including Spaces): 60 Copy:

Sentence Case

HERO IMAGE

Dimensions: 1200x440 px File

Format: .jpg

File size: > 200k

COPY

Headline Character Limit (Including Spaces): 30 Headline Copy: Initial

Case

Body Character Limit (Including Spaces): 225 Body Copy:

Complete Sentences (Sentence Case)

OFFER PRODUCT IMAGE

Dimensions: 260x260 px

Resolution: 72 dpi

File Format: .jpg

File Size: 80kb min; 120kb max (robust photography)

OFFER COPY

Headline Character Limit (Including Spaces): 30 Headline Copy: Initial

Case

Body Character Limit: 135

Body Copy: Complete Sentences (Sentence Case) CTA Character

Limit: 20

CTA Copy: Lead Caps

VERSION CODE

Will be supplied by the Campaign Manager

Standard legal in black text is required. Please do not edit.

FINAL FILES

Hi-res working files with all images and layers included (file

should not be flattened)

*This template should be used for campaigns containing two to ten offers. Unused offer

modules will collapse in final email creative. If an odd number of offers, a default message

will appear in place of an offer.

LANDING PAGE TEMPLATE

CONTENT ONLY

Dimensions: Variable

height x 1020px wide File

Format: .psd

Only use CTA if

linking to a different

page on

Banner.com.

Otherwise, the

button can be

removed.

MOBILE LANDING PAGE TEMPLATE

CONTENT ONLY

Mobile image will need to be supplied second

size/crop for mobile execution.

File Format: .psd

Dimensions: Variable height x 767px

wide (designed to 320px wide)

LANDING PAGE TEMPLATE

SINGLE OFFER

Desktop image should allow

for the coupon thumb area

to fall on the right hand

side.

Dimensions: Variable

height x 1020px wide File

Format: .psd

Only use CTA if linking to a

shoppable page.

Otherwise, the button can

be removed.

DESKTOP EXAMPLE

LANDING PAGE TEMPLATE

SINGLE OFFER

Mobile image will need to be supplied second

size/crop for mobile execution.

File Format: .psd

Dimensions: Variable height x 767px wide

(designed to 320px wide)

Only use CTA if linking to a

shoppable page. Otherwise, the

button can be removed.

MOBILE LANDING PAGE EXAMPLE

LANDING PAGE TEMPLATE

MULTIPLE OFFER

Dimensions: Variable

height x 1020px wide File

Format: .psd

Coupons can stay FPO.

DESKTOP EXAMPLE; MULTIPLE OFFERS

LANDING PAGE TEMPLATE

MULTIPLE OFFER

Mobile image will need to be supplied as a second

size/crop for mobile execution.

Dimensions: Variable height x 767px wide

(designed to 320px wide)

File Format: .psd

The mobile template is the same regardless of

the number of coupons. Multiple offers show

in a single column for a mobile execution.

MOBILE EXAMPLE; MULTIPLE OFFERS

Shop Now

FPO

Note: Our digital coupons appear in the digital coupons

section of our website or app up to 48 hours prior to being

delivered to your inbox. Therefore, you may have already

loaded (or even redeemed) the coupons shown here. Any

coupons that have already been redeemed are not shown

here.

Must use Rewards Card or Shopper's Card to get savings.

Each coupon may only be redeemed once per household. Do

Not Double. Offer Valid only in the Kroger Co. Family of

Stores, excluding Food 4 Less. Void if Reproduced,

Transferred or where Taxed, Prohibited or Restricted by Law.

Minimum spend requirement is after all discounts are

applied and exclusions apply; see store for details.

Would you prefer to receive your personalized offers by

mail? Call Customer Service at 1-866-221-4141 to change

the way you receive qualifying offers. If you wish to create or

edit your online Kroger profile, please click here.

Mobile Landing Page

Version Code: PVT

ADDITIONAL TARGETED ON-SITE AD CREATIVE GUIDELINES

In-Store Targeted Onsite Ads

Because in-store mode can only be triggered if a shopper is in/near the store, there are specific guidelines below to ensure we are not

confusing the shopper or hindering their experience.

CREATIVE – No Pickup/Ship/Delivery modality message; cannot call out promotion unless confirmed by Category Manager; in-store

location should be broad and applicable for all divisions reached (for example: product now located in produce section vs. product now

located in aisle 8)

CLICKTHROUGH – Clickthrough must be app friendly and therefore only product lists should be used at this time (no brand shops)

Savings Placement Targeted Onsite Ads

Savings TOAs are displayed within the banner.com savings section where customers see other offers as well.

CREATIVE - To ensure the message is as relevant as possible for the shopper, TOAs running on the Savings Placement must have a

savings/value message for the shopper (donations not included).

CLICKTHROUGH - TOA needs to have a Savings CTA such as "Save Now"

Promotional Messages within Targeted Onsite Ads

Promotional (TPR, Mega Events, etc.) messages within TOA creative are acceptable as long as the supplier receives Category Management

approval in advance on the promotion, timing, featured products and eligible divisions and provides the approval to KPM. Category

Manager approval is required to make sure the promotion has not changed and timing is accurate to avoid any customer confusion.

Digital Coupon Savings Message within Targeted Onsite Ads

The specific amount of digital coupon savings or specific offer can be stated within TOA creative IF the click through experience is either

directly to a General Coupon Pool coupon AND the coupon is uncapped OR Advanced Targeting is utilized and creative is clicking through

to a Targeted Digital Coupon. If the TOA creative is linking to a brand shop or curated product list, only a broad message alluding

generically to savings can be used. No specific language about the amount of savings or offer will be permitted.

STATIC AND TARGETED ON-SITE AD

Static OSA Ad Dimensions

Template Size

Flat Art Size

640x150px – Mobile

1280x300px

1600x200px – Desktop

3200x400px

Targeted OSA Ad Dimensions

Template Size

Flat Art Size

640x150px – Mobile

1280x300px

1280x300px – Mobile App

1600x200px – Desktop

3200x400px

3200x400px – Tablet App

624x1132px – Home Screen iOS

624x1132px

CAAM Flat Art Upload

All flat art files should be built at 72 DPI with a max file size of 300kb. Please build creative to the flat art file size specs listed below.

DO NOT include the Call to Action or Feature Tag for On-Site Ads –they will be provided by CAAM. Also please AVOID white backgrounds

and the use of boarders within the creative. While our template sizes are shown at 100% (the final banner size), the flat art file size is built

at 200% to ensure high quality creative can be reviewed by 84.51°.

NO white or black backgrounds due to blending into the

website/app background

HOME PAGE ICON AD

IMAGE

Dimensions: 330 x 330

Resolution: 72 dpi

Max File Size: 300 kb

File Format: .psd (working files) AND .jpg or PNG

*Include no more than three products in the image – or – single brand logo

COPY

Headline Copy Character Limit (Including Spaces): 30

Headline Copy: Initial Case

File Format: Word Document

Examples

PANDORA

Pandora Audio and Companion Banner Ads

AUDIO SPECIFICATIONS

Web/Mobile Audio: :15 secs or :30 secs; Max File Size: 5mb; Animated Creative Accepted: NO; File Type: .mp3

Web Audio Tile: 500x500; Max File Size: 100kb; Animated Creative Accepted: NO; File Type: .jpg (or .psd if Pandora is

bannerizing art)

Web Audio Banner: 300x600 or 300x250; Max File Size: 100kb; Animated Creative Accepted: YES; File Type: Static = .jpg (or

.psd if Pandora is bannerizing art) or Animated = HTML5 (non-rich media/no sound, 3x loop, 15s max time)

Mobile Audio Banner: 300x250; Max File Size: 100kb: Animated Creative Accepted: YES; File Type: Static = .jpg (or .psd if

Pandora is bannerizing art) or Animated = HTML5 (non-rich media/no sound, 3x loop, 15s max time)

Web/Mobile Banner includes CTA: YES

DISPLAY EVERYWHERE SPECIFICATIONS

Mobile/Tablet (iPhone and/or Andriod): 300x250; Max File Size: 100kb; Animated Creative Accepted: YES; File Type: Static =

.jpg (or .psd if Pandora is bannerizing art) or Animated = HTML5 (non-rich media/no sound, 3x loop, 15s max time)

Web: 300x250; Max File Size: 100kb; Animated Creative Accepted: YES; File Type: Static = .jpg (or .psd if Pandora is

bannerizing art) or Animated = HTML5 (non-rich media/no sound, 3x loop, 15s max time)

Call to Action: Required (see list of approved CTAs)

VIDEO EVERYWHERE SPECIFICATIONS

Mobile: 480x270 (min) 1280x720 (max); Max File Size: 50mb; Max Video Length: 15 sec; Max Video Frame Rate: 24fps; Format: .mp4

Web: 854x480 or 640x480; Max File Size: 50mb; Max Video Length: 15 sec; Max Video Frame Rate: 24fps; Format: Uncompressed .mov,

.avi, .mp1, .mp4

Optional Companion Banner: 300x250; File Type: .jpg, .png, .gif (or .psd if Pandora is bannerizing); Max File Size: 100kb

Call to Action: Required (see list of approved CTAs)

Kroger Family of Store logo lockup is required at the end of the video

CREATIVE REQUIREMENTS

Audio creative must mention ability to purchase advertised item/brand at applicable Kroger banners

For example: Find at your local Kroger store or Purchase at your local Fry’s store

Must include “Banner Bar” on all ads.

Banner logos must include the following text: Available At, New At, or Exclusively At (reference PSD template)

Must include 1 px border (#000000).

Must include click tag for functional click-thru.

PANDORA

Pandora Audio and Companion Banner Ads

ORGANIZATION OF FINAL FILES

Zip: All Campaign Files

Folder: One folder for each creative version

Subfolders: One folder for each creative division banner

Within subfolders: All sizes for each division banner

COMPANION BANNER TEMPLATE

BUTTON

Height: 30 px

Corner Radius: 20 px

Padding: 10 px

Kroger Version Button Color: #FFFFFF

Banner Version Button Color: #084999

Font: Gotham Rounded Bold, 12px

Case: Initial Case

Kroger Version Font Color: #084999

Banner Version Font Color: #FFFFFF

Character Limit: 25

AVAILABLE AT

300 x 250

300 x 600

500 x 500

IMAGE

File Type: PNG or JPG

Max File Size: 32MB

Call to Action: Required (button or text overlay is acceptable)

*Creative Versions: 1 to 3 versions (>1 version is needed for optimization)

**Aspect Ratio: 2:3 (i.e. 1000px wide by 1500 px tall)

*Must provide all creative versions with individual banner logos for all targeted divisions

(Kroger, Bakers, Gerbes, Dillon’s, City Market, Kings, Fred Meyer, Frys, QFC, Ralphs & Smiths)

** Any pin that has an aspect ratio greater than 2:3 may be cut off at the bottom when shown

and may be penalized in the auction.

VIDEO (Standard Width)

File Type: .mp4, .mov or .m4v

Encoding: H.264 or H.265

Max File Size: 2GB

Video Length: 4 seconds to 60 seconds (recommended 6-15 seconds)

Call to Action: Required (button or text overlay is acceptable)

*Creative Versions: 1 to 2 versions

Aspect Ratio: Shorter than 1:2 (width:height), taller than 1.91:1

Recommended Aspect Ratio: 1:1, 2:3 or 9:16

*Must use Kroger Family of Stores logo lock up at the end of the video or provide all creative

versions with individual banner logos for all targeted divisions (Kroger, Bakers, Gerbes, Dillon’s, City Market, Kings, Fred

Meyer, Frys, QFC, Ralphs & Smiths)

COPY

Title Copy Max Character Count: 100 (Title Copy is required)

Description Copy Max Character Count: 500 (Description Copy is required)

File Type: DOC or DOCX

Bolding, text formatting and line spacing is not an option

Prioritize the first 1-2 sentences (most likely to show up in feed)

CREATIVE BEST PRACTICES

1. Pick eye-catching imagery - Platform users prefer high-quality, vertical images with a 2:3 aspect ratio (ex: 1000 x 1500

pixels)

2. Make the brand the focal point - The focus product should be front and center. Avoid using abstract or lifestyle imagery

that doesn’t showcase the brand.

3. Provide high-impact experiences - Show consumers how the product fits into their individual lifestyle. Contextualize the

brand based on consumer need (examples: a key differentiator, a use-case, and/or functional benefit).

4. Utilize a logo to drive association - Subtly place a logo on every Pin. Avoid the lower right corner, as Pinterest product

icons occupy that area.

5. Text overlay provides a stronger story - Text overlay is the copy included on the Pin, making it stand out, providing

additional context and enhancing the brand message. Keep text concise so it’s easy for people to read on their phones.

6. Include an Actionable CTA in the Text Overlay of the Creative- Short, actionable phrases to drive engagement or

conversion

VIDEO BEST PRACTICES

1. Start strong and make it actionable: We see top performance for videos that teach people how to do something or inspire

people to try something new. Lead with a clear hook within the first few seconds to capture people’s attention.

2. Tailor the length based on your goals: For Promoted Videos, we've found that 6–15 seconds works best. For videos that

aren’t promoted, you can choose any length that you'd like.

3. Don’t rely on audio: Many videos play in people’s feeds with the sound off. Make sure that you use text overlay or

captions to help convey your message when the sound doesn’t play.

4. Pick a strong cover image: Your cover image shows up in people’s feeds and should provide a good sense of what they’re

about to watch. Cover images also help us show your video to the right audience.

5. Optimize your Pin copy: Clear titles, descriptions and hashtags help your video to get discovered in search. Spend some

time getting your copy right before you publish a new video.

PRE-ROLL VIDEO

VIDEO

File Type: : .avi, .mov, .mp4, .m4v, .mpeg, .mpg,. oga, .ogg, .ogv, .webm, .wmv

File Size: Video creatives hosted by Bid Manager can be up to 1 GB. Always upload a source file with the highest possible

specifications you have available, so that Bid Manager can transcode the asset into as many serving files as possible.

However, individual exchanges may have different maximum file sizes, so plan accordingly.

Duration: Video inventory supports a variety of durations up to 90 seconds (e.g. 15, 20, 30, 60, 90 seconds). However, it is recommended

to keep video under 30 seconds to ensure the best completion rates and most efficient CPMs. Sending multiple videos with different

lengths is recommended.

Aspect Ratio: Landscape/horizontal videos must have an aspect ratio of 16:9 (for example, 640 × 360)

or 4:3 (for example, 640 × 480).

Clickthrough URL: Make sure the creative has a clickthrough URL specified. Note that the

clickthrough URL will be opened in a new window.

Content Best Practices: Consistently deliver a single simple message. The way of communicating this message can change, but the core

should remain the shame. Include your brand logo as a highly visible prop so viewers cannot miss the branding. Make sure to present

the branding within the first 3-5 seconds of the video.

VIDEO BEST PRACTICES

File Format: .mov or .mp4

Dimensions:

- Landscape/horizontal: 1280 × 720, 1920 × 1080, or 1440 × 1080

Aspect Ratio:

- Landscape/horizontal: 16:9 or 4:3

Codec: H.264

Frame Rate: 23.98 or 29.97

Bitrate: At least 20 Mbps

Length: 15 or 30 seconds

File Size: Up to 1GB (per the DCM file size limit)

Black bars: No

Letterboxing: No

AUDIO BEST PRACTICES

Codec: PCM (preferred) or AAC

Bitrate: At least 192 Kbps

Bit: 16 or 24 bit only

Sample Rate: 48 kHz

Audio Settings: Required

COMPANION BANNER CREATIVE

Banner Size: 20K

File Type: JPG or HTML

Animation Time: 15 seconds

Banner Sizes: 300x250, 728x90, 300x60

Companion Banner 18-24 FPS

VIDEO CONTENT REQUIREMENTS

Ads must be distinguishable from a publisher's content. Ads can't appear as if they are actual content or links on a publisher's site.

Kroger Logos: All Video must include the Kroger Family Circle of logo’s (see below). This should be placed at the end of the video.

High res image is available from 84.51°. The logo lock-up should not be manipulated in any manner. Logo lockup should be visible

for at minimum 2 seconds of the video.

PRE-ROLL VIDEO

Prohibited Content: Tobacco, weapons, nudity, defamatory/hate content, illegal activities, profanities, spyware, offers of free gifts, links

to quizzes/surveys, misleading claims, references to sex or sexuality

FILENAME

KPM_mediaLiveDate-YYMM_KPM.clientname.productname.creativeversion

For Example:

KPM_2009_KPM.Kroger.PrivateSelection.Chips_KRO

*No additional spaces or underscores should be present in filename

FACEBOOK

Photo Ads- Facebook/Instagram

*If including an Instagram placement, it is highly encouraged copy and image are identical across platforms (with the exception of

technical spec differences). Banner names (including Kroger) cannot be included in copy, images or videos.

Design Recommendations

• File type: jpg or png

• Image ratio: 1.91:1 to 4:5

• Recommended resolution: Upload the highest resolution image available.

• Text: 90 characters recommended (125 character limit)

• Instagram Text: Two rows of text will display

With Link:

• Image ratio: 1.91:1 to 1:1

• Recommended resolution: at least 1080 x 1080px

• Headline: 25 characters

• Link Description: 30 characters

Technical Requirements

Desktop

• Minimum Aspect Ratio: 400x500

• Single Image Ad: 1080x1080 pixels

• Image Aspect Ratio: 191x100

Mobile

• Minimum Aspect Ratio: 400x500

• Single Image Ad: 1080x1080 pixels

• Image Aspect Ratio: 191x100

• Instagram Max Width: 500 pixels

FACEBOOK

Carousel Ads

Design Recommendations

The carousel format allows you to showcase up to 10 images or videos within a single ad, each with its own link. With more creative

space within an ad, you can highlight different products, showcase specific details about one product, service or promotion, or tell a story

about your brand that develops across each carousel card. Banner names (including Kroger) cannot be included in copy, images or

videos.

• Minimum number of cards: 2

• Maximum number of cards: 10

• Image file type: jpg or png

• Video file type: see video section

• Video maximum file size: 4GB

• Video length: up to 240 minutes

• Video thumbnail: see video section

• Image maximum file size: 30MB

• Recommended resolution: at least 1080 x 1080px

• Recommended ratio: 1:1

• Text: 90 characters recommended (125 character limit)

• Headline: 25 characters

• Link Description: 20 characters

Technical Requirements: Aspect Ratio Tolerance: 3%

FACEBOOK

Video Ads- Facebook/Instagram

*If including an Instagram placement, it is highly encouraged copy and image are identical across platforms (with the exception of

technical spec differences)

Design Recommendations

Upload the highest resolution source video available without letter or pillar boxing (No black bars). Most file types are supported.

However, we recommend H.264 compression, square pixels, fixed frame rate, progressive scan, and stereo AAC audio compression at

128kbps+. Banner names (including Kroger) cannot be included in copy, images or videos.

• Video Ratio: 9:16 to 16:9

• Video Thumbnail: 1200 x 675 pixels, 16:9 ratio

• Recommended Resolution: Upload the highest resolution video available that meets file size and ratio limits.

• Video File Size: 4GB Max

• Video Length Minimum: 1 second

• Video Length Maximum: 240 Minutes

• Instagram Video Length Maximum: 120 seconds

• Video Captions: Optional but recommended

• Video Sound: Optional but recommended

• Text: 90 characters recommended (125 character limit)

• Instagram Text: Two rows of text will display

• Vertical videos (with aspect ratio taller than 4:5)

may be masked to 4:5

o A video file version of 4:5 ratio or smaller/wider is

required to accommodate all feed placements. Other

vertical video ratios may be used secondarily if supplied

With Link:

• Headline: 25 characters

• Link Description: 30 characters

Instagram Mobile Technical Requirements:

• Maximum Video Duration: 120 seconds

• Video & Thumbnail Minimum Width: 500

pixels

• Maximum Video File Size: 30 MB

• Video Aspect Ratio

o Minimum Aspect Ratio: 400x500

o Maximum Aspect Ratio: 191x100

o Aspect Ratio Tolerance: 0.01

TARGETED DIGITAL COUPON

CAAM Product Pack Shot Specs

Image Dimensions: 900x900px

Minimum Image Resolution: 300 dpi

Maximum File Size: 1mb

File Format: JPEG

Product pack shot(s) must be in focus and on a white background. Brand logos are not permitted within the

image. It is highly encouraged that no more than three pack shots are included in the image to ensure

Customers can visibily see the product.

Offer Wording

Please refer to the Digital Coupon Guidelines document on the Kroger Precision Marketing website for the most updated guidelines

for offer wording.

PUSH NOTIFICATION

COPY

Headline Copy Character Limit (Including Spaces): 25

Headline Copy: Title Case

Body Copy Character Limit (Including Spaces): 160

Body Copy: Sentence Case

BEST PRACTICES

• Make it relevant - Only send messages that matter to the user. If the user has previously indicated that they prefer specific

content, limit notifications that aren’t related to the requested content. One way of ensuring that your users receive relevant

notifications is to let them select options or filters during an onboarding flow.

• Use personalization - Personalize notifications to make them more relevant to the user. For example, in a message notification,

include the sender’s image and address the user directly. Personalization of the in-app content is also important and can lead to

greater engagement and retention. Take into account the user’s context, and offer them the opportunity to further customize

content according to their interests.

• Take the time of day into account - Consider the user’s time zones and resulting behavior when planning when to send

notifications. Further guard against timing issues by providing one-click alternative actions, such as "read later" or "remind me in

an hour". Use notifications for time-sensitive events, but always allow the user to choose when to be notified.

• Prioritize your messaging - Give urgent notifications a high priority so they stand out, but don’t overdo it. Also, make use of

the notification LED for higher priority notifications on devices that have one.

• Avoid notification fatigue - Be mindful of how many notifications are being sent to the user, and avoid duplicate notifications for

the same type of event. Instead, consider updating a previous notification, either by changing some of its values, adding to it, or

both.

• Use stack notifications - Aggregate similar messages into a summary, giving the user a stack of notifications that appear as a

single card. Users can then expand the stack to view the details from each notification separately. This will help ensure they

aren’t overwhelmed with content and don’t become inclined to turn notifications off.

THINGS TO CONSIDER WHEN DEVELOPING PUSH NOTIFICATIONS

• Determine your objectives. Notifications aren’t just useful to boost short-term open rates. Also consider using them as part of a

long-term user engagement and retention strategy.

• Consider whether push notifications are the best option for achieving your objectives or whether in-app messages or emails may

be better channels.

• Check if you're sending the same message through multiple channels at the same time and consider whether they are all

necessary.

• Segment your users into appropriate categories based on your objectives so that you can send the most relevant messages to

each segment. Create segments by user persona and interest. Consider offering users the option to subscribe to segment

message topics.

• Make sure you provide users with the benefit of opting in to notifications and the choice to opt out.

• Create relevant notification messages for each segment of users.

Power Words in Mobile Push Notification Copy