Albertsons integrates shoppable video ads into e-commerce site
Albertsons Companies Inc. is adding video functionality to its retail media network.
The grocery conglomerate is deploying the Criteo Onsite Video solution to place shoppable video ads from CPG companies participating in its Albertsons Media Collective retail media network.
As a result, Albertsons can now offer CPG advertisers a full-funnel onsite advertising suite combining video, display and sponsored product ad formats in one unified platform.
[READ MORE: Albertsons delivers branded ad content to shoppers]
"We're committed to identifying ways to reduce friction and add value across the shopper journey. That translates to an omnichannel approach, and also to a varied approach for each channel, ensuring that we can empower brands to go beyond reaching customers, to meet them where they are," said Liz Roche, VP of media and measurement at Albertsons Media Collective. "Expanding our collaboration with Criteo to include Onsite Video enhances our ability to deliver a shopper-centric retail media offering with high-impact ad experiences that drive measurable results."
Albertsons Media Collective is a beta partner for Criteo Onsite Video, and in a test campaign found that shoppers exposed to both onsite video and sponsored product ads delivered a 280% increase in click-through rates. When paired with sponsored product ads, onsite video ads also drove a 460% lift in sales.
Other initiatives Albertsons intends to launch to enhance its retail media network in 2025 include bringing together the insights that Albertsons Media Collective has in order to create automation around its main media planning process, as well as bringing more transparency to measurement.
"Video has always been a powerful storytelling tool but rarely a direct driver of commerce – until now," said Stephen Howard-Sarin, managing director, retail media, Americas at Criteo. "It's an incredibly exciting time for retail media. With the launch of onsite video into general availability, we're giving brands, agencies and retailers the tools to captivate, convert and create meaningful shopping experiences."
Headquartered in Boise, Idaho, Albertsons Companies operates more than 2,200 stores across 34 states and the District of Columbia under more than 20 banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci's Food Lovers Market.
