Human experiences do more for ecommerce conversions

[Viable Food News Desk]

Publisher: Supermarket News
Published: October 1, 2026
Source: Read at Supermarket News
Category: Food Access

Kroger, Vidmob and MMA Global analyzed 1,934 video and image assets from Kroger campaigns on Meta and DV360. The model used a full year of 2025 campaign data and was validated against an independent Q1 2026 dataset. Predictive creative scoring forecast ecommerce conversion with 81% accuracy. Creative aligned with the model's recommendations averaged 4x higher conversion rates at up to a 70% lower cost per conversion, while reallocating media toward higher-scoring creative could generate up to 2.2x as many conversions from the same advertising budget.

Why this matters: Independent grocers that advertise online could use a similar approach to test which creative choices support ecommerce conversions before spending more on media. The study also suggests that ads showing people sharing and enjoying food may perform better than product-first or transactional shopping imagery, though the reported findings come from Kroger campaigns.

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